Closing the special schedule to mark LGBT+ Pride Month, Terra presented 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 throughout 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.
According to the study, 49% of the LGBT+ community would stop consuming a particular product or service from companies that are averse to causes related to diversity. Respondents also pointed out that 61% of them feel inclined to buy products and services from companies that declare support for this cause, while 55% would pay more for these items. Increasingly present in advertising campaigns, LGBT+ artists and influencers were also approved by the public. 68% of community respondents said they were in favor of brands hiring protagonists with a diverse profile for their communications.
The survey also asked about the behavior of this public in relation to citizenship and political agenda. The theme of this year’s LGBT+ Pride Parade promoted conscientious voting. Of those interviewed in the LGBT+ community, 48% say they study the proposals and past of political candidates; 42% consider candidates’ proposals first to make their choices when going to the polls. Another 31% reveal that they take into account the political background of candidates, and 13% analyze content posts on the profile of candidates for political office. 58% guarantee that the defense of LGBT+ causes is a decisive factor in choosing the vote.
Claudia Caliente, director of Terra, highlights:
“Since April this year, Terra has reinforced its new mediatech positioning. Using data intelligence, technology and media is one of our greatest strengths. Being able to take some of this expertise to Pride Month, bringing such an important panorama of the LGBT+ community, was the way we found to be even more relevant and leave a legacy for this year’s event.”
Public habits and interests outside the LGBT+ community
The survey also spoke to self-declared heterosexual people. 245,659 of this group answered the same 13 questions, bringing counterpoints and indicators of proximity to the LGBT+ cause. 44% of respondents would stop consuming from a brand that does not support the causes of the LGBT+ community, while 54% are inclined to buy from brands that support the cause. Already 48% would pay more for products from companies that defend the flag of diversity.
Like LGBT+ 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 always 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. by 9%. For 49% of this audience, defending the causes of the LGBT+ community influences their political decisions.
The study applied an online survey in May and June to 340,000 people across Brazil via Vivo Data Rewards. The mobile marketing platform is free for users of Vivo’s prepaid mobile telephony service. The feature is exclusively made available by Terra for brands and advertisers looking for more relevance and interactions with the public.
The base includes an audience from 18 years old to those over 50 years old, in all regions of the country. People voluntarily answered 13 questions. Of the total universe, 72% declare to be heterosexual, equivalent to 245,659 people. They 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.
Want to know more about the news? Don’t forget to follow ADNEWS on social media and stay on top of everything!
The post Terra highlights the interests and relationship of the LGBTQIA+ public with the brands that appeared first on DNEWS.
