LGBTQIA+ friendly companies score points in more ways than one.
A recent study from the USA shows that companies that are open to the LGBTQIA+ scene, not only during Pride Month, can benefit in the long term. And this in several respects. According to the results of the study, many people appreciate it when a company shows its commitment not only at a certain time of the year, but throughout the year.
In such cases, there is usually no suspicion that a logo in rainbow colors, for example, might be pinkwashing. The latter is understood to mean marketing measures that obviously only feign solidarity with the community, because a corresponding commitment is often "well received".
Now it turns out that companies that see themselves as supporters of the scene are very popular with many people. A corresponding study has now been published by Edelman Trust and the LGBTI* organization GLAAD.
Wagering or foregoing LGBTQIA+ support may affect winnings
As part of a study looking at how LGBTQIA+ support can impact business success, delivers a great result. As part of the survey, it showed that just over half of Americans would want to work for companies that support the community. Just over 10 percent said they would not want to work for such companies.
On the consumer side, too, there is a clear tendency toward being "pro-scene. The result underscores the fact that around one in three Americans would like to shop at a company that has made it its mission to support the rights of queers. Just under 20 percent said they would rather not shop here.
LGBTQIA+ engagement offers companies a chance to stand out
At a time when many laws have been passed against the community, especially in the USA, the result of the survey may come as a surprise to many. However, it is possible that the two are more connected than one might think. It could also be assumed that the increased commitment of small and large companies to the community is a kind of reaction to the numerous negative developments of recent times. Or, to put it another way, many responsible parties are probably asking themselves right now what they could do as a company to counteract this with a corresponding publicity effect.
Young people are more open to the community
A look at the finer details of the survey also shows that people of different ages respond differently to businesses that support the community year-round.
It is above all the younger generations who would like to see more commitment from companies to the scene. Many of the respondents even go one step further. They consider companies that do not clearly position themselves pro-LGBTQIA+ to be untrustworthy. Depending on how consistent these people are then, it could well be that the sales figures of the companies concerned collapse.
That it is important to many people that the companies they buy from are committed to the LGBTQIA+ community is not new. In the past, similar surveys already led to similar results. At the time, however, some of the focus was on marketing efforts. Many said they chose the brands they bought from based on whether they would rely on promotional queer protagonists.
Whether the results, which reflect the opinion of American society, can also be transferred to other countries, such as Germany, remains to be seen. What is certain is that many marketing experts in this country are now also likely to be thinking about whether a company can still afford to completely exclude the LGBTQIA+ sector these days.
More and more often, queers feel misrepresented