POV: What the Pew LGBTQ+ Report Means for Inclusive Brands This Pride Month and Beyond

At SSG, our national study with Target 10, “From Blocked to Unlocked: Unlocking Growth Through Authentic LGBTQ+ and Ally Engagement*,” was conducted in 2024 with over 1,600 LGBTQ+ and ally respondents through both quantitative and qualitative research. The study found that 67% of LGBTQ+ individuals and 60% of allies are more likely to engage with advertising that reflects multiple aspects of their identity, including race, gender, and sexuality. Marketing does more than drive sales. It shapes perception, signals inclusion, and influences belonging. 

That is why the May 2025 Pew Research Center report, “The Experiences of LGBTQ+ Americans Today,” should matter to marketers. The report shows that while visibility has improved, real and full inclusion remain out of reach for many. 

According to Pew, 61% of LGBTQ+ adults say society is more accepting of gay and lesbian people than 10 years ago. However, only 13% say the same about transgender individuals. More than half of all LGBTQ+ adults have experienced slurs or jokes, and 41% have feared for their safety. While 84% say their friends are accepting, only 53% say that about coworkers. 

Gen Z leads in LGBTQ+ identification and openness, but also reports higher mental health challenges and less acceptance at home. These realities show that brands must go beyond Pride campaigns. 

Advertising that reflects real LGBTQ+ experiences, across intersections of race and identity, builds connection. Brands that invest in LGBTQ+ creators, media, and year-round messaging foster trust and loyalty. Representation is not a seasonal effort. It is a long-term strategy grounded in authenticity, respect, and cultural fluency.