Exclusive Survey Shows A Majority Of Americans Believe LGBT-Inclusive Ads Accurately Reflect Today’s

Exclusive Survey Shows A Majority Of Americans Believe LGBT-Inclusive Ads Accurately Reflect Today’s Society

A survey conducted earlier this month by JWT, a global advertising firm, and provided exclusively to BuzzFeed reveals how American consumers feel about seeing gay and lesbian people in advertisements.

Tony Merevick
BuzzFeed Staff

A new market research study conducted exclusively for BuzzFeed by JWT, a global advertising firm, reveals key insights on how American consumers react to LGBT-inclusive advertisements.

The results come as major American brands like Honey Maid, Coca-Cola, and Chevrolet have concluded that featuring same-sex couples and their families in mass marketing campaigns helps them sell products to the average American consumer.

The survey of 500 Americans of various ages, regions, and other demographics, found that overall, 8 in 10 consumers agree “showing gay or lesbian people in ads simply reflects the reality of our society today.”

“The survey results are very useful in revealing that the vast majority of Americans (80%) feel that showing LGBT characters in ads simply reflects the reality of society today,” said Mark Truss, director of brand intelligence at JWT. “We also know that ads can often serve as a beacon for societal norms. These findings suggest that when diversity and acceptance are authentic and on-strategy for the brand, LGBT-inclusive ads will be met with a high degree of acceptance and benefit the advertiser.”

Six in 10 consumers agree “brands that show same-sex couples in ads are being appropriately inclusive,” according to the survey.

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