P&G commits more than $1 million over three
years and partners with GLAAD to bring together brands and agencies
working to advance LGBTQ inclusion in advertising
New GLAAD and P&G study of 200 senior
marketing and advertising professionals finds executives recognize
LGBTQ inclusion as a force for positive social change, yet concerns
exist around response from LGBTQ community if representation is not
authentic
Today, Procter & Gamble (P&G) and GLAAD, the world’s
largest lesbian, gay, bisexual, transgender and queer (LGBTQ) media
advocacy organization, announced The Visibility Project, a new
campaign to drive and to sustain LGBTQ inclusion in ads and
marketing and to leverage the power of these mediums to accelerate
LGBTQ acceptance.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210512005606/en/
For more on the Visibility Project:
http://glaad.org/visibility-project
For results of GLAAD and P&G’s ‘Advertiser & Agency
Perspectives on LGBTQ Inclusion’ Study:
http://www.glaad.org/2021inclusionstudy
The Visibility Project
With The Visibility Project, P&G and GLAAD will bring
together the world’s top brands and ad agencies working to advance
LGBTQ inclusion in ads, creating and providing tools, techniques
and resources for industry executives, and harnessing the power of
advertising to accelerate LGBTQ acceptance.
While LGBTQ inclusion in advertising is expanding, a 2020 study
by the Geena Davis Institute on Gender in Media found only 1.8% of
characters in ads from the annual Cannes Lions festival were LGBTQ
– a decrease of .1% from the previous year. P&G and GLAAD
research released today, based on interviews with advertising
executives, found that advertisers are concerned with backlash from
the community when inclusion misses the mark. The research shows a
strong need for tools, resources, and best practices when inclusion
occurs.
Phase one of The Visibility Project will focus on recruiting
Fortune 100 advertisers to sign on as partners and collaborate on a
blueprint for LGBTQ inclusion in advertising that ensures brands
and companies prioritize impact, as well as accurate and authentic
representation. The GLAAD Media Institute, comprised of a team of
consultants who enhance LGBTQ representation across media, will
then work with partner companies to consult on inclusion in ads, as
well as overcoming internal barriers for increasing LGBTQ
inclusion.
Based on learnings from the first stage, The Visibility Project
will develop and launch industry best practices and thought
leadership that inspire and compel other brands to grow inclusion
in their own ads and in the industry as a whole. In addition to
partnering with GLAAD on the recruitment and education stages,
P&G will initially commit more than $1 million over three years
to launch, grow and sustain The Visibility Project.
For more about joining The Visibility Project, visit
http://glaad.org/Visibility-Project.
“Equality is not only a top priority at P&G – it’s a
responsibility,” said P&G Chief Brand Officer Marc Pritchard.
“As one of the world’s largest advertisers, we’re committed to
using our voice and reach to increase visibility of the LGBTQ+
community in advertising and media. We strive for accurate
portrayal and will continue to take a stand to eliminate bias and
advance equality. Through The Visibility Project, we hope to learn
more about the unique needs of the LGBTQ+ community in order to
elevate their visibility in our content and communication.”
The Visibility Project is P&G’s most significant program
aimed at inspiring the next generation of LGBTQ advertising leaders
and corporate advocates. The project is a natural next step in
P&G’s commitment to producing content and research that will
encourage advertisers and media to drive a more inclusive,
accepting culture by accurately and authentically representing
LGBTQ people.
“LGBTQ Inclusion in Advertising and
Media, Advertiser and Agency Perspectives” Study
As part of The Visibility Project’s launch, P&G and GLAAD
also announced findings from the “LGBTQ Inclusion in Advertising
and Media, Advertiser and Agency Perspectives” study. Conducted in
February 2021, the study is based on responses from 200 marketing
and advertising executives: 100 business to consumer (B2C)
advertisers with budgets of $50 million to over $1 billion, and 100
agencies representing clients with B2C media budgets of $15 million
to $1 billion.
The P&G and GLAAD study showed that marketing and ad
executives are more concerned about the risks of inauthentic
representation and response from the LGBTQ community than with a
public backlash for including LGBTQ people.
- 81% of Advertisers and 41% of Agencies agree that “an
inauthentic execution of LGBTQ people and scenarios would lead to a
larger backlash than not featuring them in ads at all.”
- 78% of Advertisers and “31% of Agencies agree “it is difficult
to adequately represent the LGBTQ community because the community
is complicated and has many nuances.”
- 61% of Advertisers and 28% of Agencies agree they are “fearful
of public backlash for including LGBTQ people in advertising.”
Both marketing and advertising executives are aligned in their
recognition of the important social impact of responsible and
authentic LGBTQ representation.
- 61% of Advertisers and 60% of Agencies strongly agree that
companies that feature LGBTQ people and scenarios in advertising
are “helping consumers understand and respect LGBTQ people.”
- 56% of Advertisers and 60% of Agencies strongly agree that
companies that feature LGBTQ people and scenarios in their
advertising are “companies that value all kinds of diversity.”
- 56% of Advertisers and 55% of Agencies strongly agree that
companies that feature LGBTQ people and scenarios in their
advertising are “companies that are supportive of LGBTQ
rights.”
The findings reveal agencies are more supportive and accepting
of LGBTQ inclusion, poising them for a stronger advocacy role.
- While 55% of Agencies agree completely that featuring LGBTQ
people and scenarios is supported by their top management, just 39%
of Advertisers said the same.
- Only 33% of Advertisers and 46% of Agencies are very likely to
recommend using LGBTQ people and scenarios is the company’s or
client’s advertising.
- In assessing their own organization’s existing culture, 52% of
Agencies and 36% of Advertisers rate their culture as “very
accepting and inclusive of all communities.”
The research summary and additional findings, available here,
point to a need for better resources to create ads, which The
Visibility Project will develop with its partners.
“While there is broad understanding of the fact that inclusion
of authentic LGBTQ representation in advertising promotes positive
social change, we first must transform corporate cultures and
secure commitments from top management to create meaningful
inclusion,” said GLAAD President and CEO Sarah Kate Ellis. “The
Visibility Project marks a new milestone in GLAAD’s important work
with P&G to grow LGBTQ inclusion in the world of advertising
and leverage the power of ads to create change and acceptance.
During this pivotal moment when brands are stepping up and stepping
out on social issues, the inclusion of LGBTQ people and issues is a
major opportunity and responsibility.”
The launch of the Visibility Project and this new research
builds on the impact of P&G and GLAAD’s 2020 “LGBTQ Inclusion
in Advertising and Media”, the first-ever study that measured how
non-LGBTQ Americans respond to LGBTQ representation in television,
films and advertising.
About P&G
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands. For other P&G news, visit us at
www.pg.com/news.
About GLAAD
GLAAD rewrites the script for LGBTQ acceptance. As a dynamic
media force, GLAAD tackles tough issues to shape the narrative and
provoke dialogue that leads to cultural change. GLAAD protects all
that has been accomplished and creates a world where everyone can
live the life they love. For more information, please visit
www.glaad.org or connect with GLAAD on Facebook and Twitter.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210512005606/en/
Enrique Garay, H+K Strategies Enrique.Garay@hkstrategies.com
Brent Miller, P&G Miller.br.4@pg.com Rich Ferraro, GLAAD
rferraro@glaad.org
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