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Exclusively for members of the LGBTQ+ & Gender program, this blog contains the enhanced presentation provided to more than 100 consumer insights professionals in a conversation with diversity, marketing and research leaders from the American Cancer Society, Paramount Global, UnitedHealth Group / Optum and Pernod Ricard USA.
The enhanced presentation contains a range of supplemental research on how the LGBTQ+ community celebrates Pride month and other LGBTQ+ consumer insights. These brand leaders discussed how they are supporting the rights of and improving the lives of LGBTQ+ Americans through leading-edge examples by leveraging research and insights.
Collage Group member presenters came from cross-functional roles including diversity and inclusion, marketing and research. We were pleased to be joined by:
- Alexander Cammy, Manager, Insights & Cultural Intelligence, Paramount Global.
- Gina Debogovich, Senior Director, Marketing, UnitedHealth Group / Optum.
- Tawana Thomas-Johnson, Senior Vice President and Chief Diversity Officer, The American Cancer Society.
- Katherine Chen, Manager, Multicultural & Inclusive Marketing, Pernod Ricard USA.
The LGBTQ+ segment is a complex, multifaceted group that’s often ignored or misrepresented in advertising. In fact, more than six in ten LGBTQ+ consumers are not satisfied with how people of their sexuality are portrayed in advertising. But representation alone is not enough to prove that your brand cares about the LGBTQ+ community.
Brands today must understand LGBTQ+ people on a multitude of levels—from their demographics to how they identify and even what they value—to effectively understand and engage them.
The Collage Group insights, presented by Senior Research Analyst Jill Rosenfeld, include results from a survey on the LGBTQ+ community’s lived experiences, demographic profile, and attitudes and behaviors specific to Pride Month.
The insights presented were created as part of our member research program, LGBTQ+ & Gender, launched in January 2021. As the leading source of consumer insights about diverse America, we are thrilled to share these insights into sexuality and gender identity with you.
Discover the full presentation in the webinar replay below and download the full Collage Group research above.
