Terra mapped the insights of the community’s relationship with the political, entertainment and advertising agenda
Terra presented the results of the survey on habits, interests and the relationship of the LGBTQIAP+ community with brands, entertainment and politics.
According to the data, 49% of the LGBTQIAP+ community would stop consuming a certain product or service from companies that are averse to causes related to diversity, 61% of respondents indicated that they feel inclined to buy products and services from companies that declare support for this cause, while 55 % would pay more for these items.
In advertising campaigns, 68% of respondents said they were in favor of brands hiring protagonists with a diverse profile for their communications.
The study also pointed out the interviewees’ perceptions in relation to citizenship and political agenda, a subject that was the theme of this year’s LGBT+ Pride Parade. About 48% of respondents from the LGBT+ community say they study the proposals and background of political candidates; 42% consider candidates’ proposals first, 31% reveal that they take into account the political background of candidates and 13% analyze content posts in the profile of candidates for political office. Of the total, 58% said that the defense of LGBT+ causes is a decisive factor in choosing the vote.
Closing the special schedule to mark LGBT+ Pride Month, Terra presents the results of its survey on habits, interests and the community’s relationship with brands, entertainment and politics. Master sponsor and main media partner of the LGBT+ Pride Parade in São Paulo, the vehicle mapped the responses of 340,000 people across Brazil as a way of highlighting interests not only related to the Parade, but throughout the year in various spheres. Of the total base, 93,896 people (28%) declared themselves to be part of the LGBT+ community, and 245,659 people (72%) declared themselves to be heterosexual.
“Terra has reinforced its new mediatech positioning and using data, technology and media intelligence is one of our greatest strengths. Being able to take this to Pride Month, bringing such an important panorama of the LGBT+ community, was the way we found to be more relevant and leave a legacy for this year’s event”, said Claudia Caliente, director of Terra.
Audience outside the LGBT+ community
The survey also talked to self-declared heterosexual people and 245,659 of this group answered the same 13 questions, bringing counterpoints and indicatives of proximity to the LGBT+ cause.
Of the respondents, 44% of respondents said they would stop consuming from a brand that does not support the causes of the LGBTQIAP+ community, 54% feel inclined to buy from brands that support the cause and 48% would pay more for products from companies that defend the cause. Diversity flag.
Like LGBTQIAP+ respondents, 68% of respondents approve of brands that include influencers and other community protagonists in their campaigns.
Regarding political habits, 51% of the participants who declare themselves as heterosexual say they research the history of politicians and 49% say that they take into account, in the first place, the candidates’ proposals, followed by the political history with 34% and publications on the internet in 9%. For 49% of this audience, defending the causes of the LGBT+ community influences their political decisions.
The Terra study applied the online survey in May and June to 340,000 people across Brazil via Vivo Data Rewards, who voluntarily answered 13 questions.
The base includes an audience from 18 years old to those over 50 years old, in all regions of the country. Of the total universe, 72% declare to be heterosexual, equivalent to 245,659 people and have a profile mostly from classes B (8%), C (45%) and D (47%), being distributed in the South (5%), Southeast (47%), North (18%), Northeast (22%) and Midwest (7). Within the scope of gender identity, 67% are cis men and 33% are cis women.
In the record of people who declare themselves to be from the LGBTQIAP+ community, the survey interviewed 93,896 people who have a profile, mostly from classes B (7%), C (42%), D (50%), being distributed in the South regions (5 %), Southeast (45%), North (24%), Northeast (20%) and Midwest (7%). Within the scope of gender identity, 34% declared themselves to be cis women; 23% are cis men; 14% are non-binary; 13% chose the option others; 7% are transgender; 4% are transvestites and 4% are androgynous.
