As current occasions in Qatar and the vilification of JK Rowling amply exhibit, LGBTQ+ rights can, a method or one other, be a really difficult place to go.

WPP has braved the territory and put collectively a brand new world examine on LGBTQ+ advertising and marketing and its future, correctly working with an all-queer group of senior folks from throughout the group.

Past the Rainbow’s findings aren’t essentially controversial in themselves, though they do level to a few of the points that come up: the large affect that the LGBTQ+ group now has on mainstream tradition, promoting’s continued failure to know it, and the difficulties that also accompany being totally “out.”

Among the headlines embody:

• Amongst younger folks, queer media has develop into mainstream: 93% of LGBTQ+ 18–24 yr olds and 85% of non-LGBTQ+ 18–24 yr olds actively hunt down queer media, proving its common attraction
• The standard and amount of queer media wants enchancment: Simply 38% of those that hunt down queer content material are glad with the way in which LGBTQ+ individuals are represented, and a pair of out of three LGBTQ+ folks wish to see extra queer illustration
• Greater than half of LGBTQ+ individuals are nonetheless not fully out at work: Solely 40% are fully open about their sexuality with colleagues, whereas 50% are open about their gender identification
• There’s an revenue hole relating to being out at work: These on the very best incomes had been 37% extra more likely to be fully open at work than these on the bottom incomes
• The annual change of emblem could also be the place communications begin however shouldn’t finish: 52% of LGBTQ+ folks instructed us that they do prefer it when manufacturers change their logos to the rainbow flag colors throughout Delight month. Nonetheless, there’s a transparent need for extra year-round assist, as 3 out of 4 LGBTQ+ folks and half of non- LGBTQ+ folks suppose manufacturers ought to do extra to assist LGBTQ+ folks outdoors Delight month.

WPP’s purpose with Past the Rainbow is to be of sensible use to shoppers by serving to them join with LGBTQ+ audiences.

Michael Houston, president of WPP within the US, mentioned: “In a world the place the LGBTQ+ group continues to face discrimination and violent assaults, the ability that our business has to create change shouldn’t be underestimated. WPP has a accountability to teach and empower our folks, our shoppers, and our allies to positively and meaningfully affect the cultural illustration of the LGBTQ+ group by advertising and marketing, promoting and communications.”

In some ways it’s a daring transfer by WPP. It may be thought-about a hit if the group creates extra campaigns that perceive LGBTQ+ points and alternatives with out stoking controversy someplace on this planet. It’s acquired to be value a strive.