NEW YORK, June 28, 2017 /PRNewswire/ -- In honor of
LGBTQ Pride Month, findings from a new Ogilvy survey released today
of over 1,000 Americans including over 400 LGBT allies revealed
that nearly two-thirds of Americans (65%) believe that
LGBT-inclusive brands/businesses are good for the economy and
similarly (64%) believe that these initiatives reflect our
country's diversity. However, the majority (68%) report that in
order to be an LGBT ally, brands/businesses need to "walk the talk"
following through on promises and plans.
"Our survey demonstrates that creating LGBT inclusive
advertising should be more than just a diversity initiative. When
it's done right, it can be a way to drive value at a higher level
for an entire business," said Bill
Berman, Ogilvy Account Director and Co-chair of Ogilvy
Pride. "The survey also confirmed that both Americans and LGBT
allies are affirming their beliefs with their purchase decisions by
supporting brands that champion LGBTQ issues and avoiding those who
openly discriminate against the community."
The survey also found that LGBT-inclusive advertising can be a
key business driver among consumers as 64% of LGBT allies and 46%
of all Americans surveyed say that seeing a brands' LGBT-inclusive
advertising would make them more likely to consider purchasing its
products/services. Opposing inclusion can also impact purchasing
decisions with 63% of LGBT allies and 48% of Americans reporting
that they try to avoid buying products/services from a
brand/business they know discriminates against the LGBT community.
See infographic.
Additional key findings:
- Over seven in ten Americans (72%) believe that a brand/business
that is LGBT-inclusive is an ally of the LGBT community.
- Over one-third of Americans (35%) report having LGBT-inclusive
advertising is an indicator that a brand/business is
LGBT-inclusive.
- One in four Americans (25%) report social media (e.g.,
Facebook, Twitter, etc.) as a source that has provided them
information about whether a brand/business is LGBT-inclusive.
- Nearly three in four Americans (73%) report it is important for
brands/businesses to employ a diverse team of people to best serve
customers.
- Further, nearly six in ten Americans (57%) believe
brands/businesses should hire diverse advertising professionals to
create LGBT-inclusive advertisements.
"Diversity has always been and will always be a part of Ogilvy's
DNA, our core values and our culture, as set forth by our founder
David Ogilvy nearly 70 years ago,"
said Donna Pedro, Global Chief
Diversity Officer, Ogilvy. "A key pillar of our Next Chapter
strategy is to establish a diverse workforce reflective of the
clients we work with and the brands that they represent. We
have made solid progress under WW Chairman and CEO John Siefert's vision," added Pedro. "By putting
in place concrete measures and holding people accountable, we are
taking the steps needed to support important diversity and
inclusion efforts across the enterprise."
In conjunction with the release of the Ogilvy survey, Ogilvy is
hosting a panel event on the role of allies in LGBTQ Marketing,
moderated by Fortune Magazine reporter Grace Donnelly. Panel participants include:
- Anita Dolce Vita,
Owner and Creative Director, dapperQ
- Mark Lane, Director of
Corporate Communications, Barclays
- Matt Tumminello, Founder
and President, Target 10
About the Survey
Ogilvy fielded a seven-question survey of among 1,087 Americans
(aged 18+), of whom 436 were considered LGBT Allies, to understand
their perspectives about the lesbian, gay, bisexual and transgender
(LGBT) community as it relates to the brands (e.g., Walmart, Ford,
Apple, Bank of America, etc.) and businesses (e.g., local coffee
shops, restaurants, etc.) they interact with day-to-day. The
online survey was fielded by YouGov from May
18-19, 2017, and figures have been weighted and are
representative of all US adults.*NOTE: The Ogilvy Pride internal
organization created this survey.
LGBT allies were defined as Americans who do not identify as
LGBT, but have beliefs or have taken some action in support of the
LGBT community (stopped purchasing from a non-supportive brand,
donated to LGBT-related charities, have LGBT friends, etc.).
About Ogilvy
Ogilvy is one of the largest marketing communications companies in
the world. It was named the Cannes Lions Network of the Year for
five consecutive years, 2012, 2013, 2014, 2015 and 2016; the EFFIEs
World's Most Effective Agency Network in 2012, 2013 and 2016; and
Adweek's Global Agency of the Year in 2016. The company is
comprised of industry leading units in the following disciplines:
advertising; public relations and public affairs; branding and
identity; shopper and retail marketing; health care communications;
direct, digital, promotion and relationship marketing; consulting,
research and analytics; branded content and entertainment; and
specialist communications. O&M services Fortune Global 500
companies as well as local businesses through its network of more
than 500 offices in 126 countries. It is a WPP company (NASDAQ:
WPPGY). For more information, visit http://www.ogilvy.com/, or
follow Ogilvy on Twitter at @Ogilvy and
on Facebook.com/Ogilvy.
Media Contact:
Tara Mullins
212 880 5243
Tara.Mullins@ogilvy.com
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SOURCE Ogilvy