Outvertising Consumer Report
What drives LGBTQIA+ attitudes, preferences, and expectations when it comes to brands?
The Outvertising Consumer Report, in partnership with YouGov, is a new national census of the LGBTQIA+ community that deep dives into the attitudes and intentions of LGBTQIA+ people in their relationships with brands and advertising. It aims to inform how brand leaders across a number of sectors can communicate authentically to positively affect brand affinity, reputation, and sales amongst this audience.
In report, you will find insights such as:
Brand Champions: For brands that get voice, authenticity, values, and message right, LGBTQIA+ people are ready to be your champions.
Representation: The LGBTQIA+ community favours brands that prioritise ‘real representation’ and understand the impact advertising plays in forging negative views towards ourselves as individuals
Sector Snapshots: A deep-dive into a number category-specific attitudes, providing insight for marketers looking across sectors.
We trust it will become an important part of every brand and agency leader’s inclusive marketing toolkit.
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About the authors
Kendra Rogers (she/her)
Intelligence Co-Director, Outvertising
Chief Communications & Marketing Officer, Featurespace
Co-Founder & Executive Director, Table 11
Kendra Rogers (she/her) is Intelligence Co-Director at Outvertising, CCMO at global fraud-and-financial-crime-busting artificial intelligence company Featurespace, and Co-Founder and Exec Director of Table 11 - a grief community for folks in their 20s, 30s and 40s who've lost a close loved one.
Kendra has built brands and spearheaded creative campaigns globally, with clients across North America and Europe, as well as guest lecturing on Branding, Marketing and DEI at University of East Anglia's Norwich Business School and University of Bristol. An accomplished speaker and thought leader, Kendra is passionate about creating insight-led brands that align with consumer values, and that are inclusive, authentic and joyful. Kendra's work with Outvertising, the LGBTQIA+ advocacy group for the marketing and advertising industry, focuses on using research and industry intelligence to encourage brands to make inclusion a considered part of their strategic agenda.
Dr Rodney Collins (he/him)
Intelligence Co-Director, Outvertising
Global Head of Human Sciences, McCann Worldgroup
Socio-Cultural Anthropologist
With over 12 years of experience in applying socio-cultural anthropology to business and marketing challenges, I lead the global human sciences division at McCann Worldgroup. Rodney partners with global leaders to architect models for cultural change within complex organizations, and to drive meaningful action by brands, businesses, and leaders. He has spoken widely about the unique urgency of culture and identity to enable solutions for technical innovation, product development, talent development, and inclusive and empathetic corporate cultural leadership. He advises on qualitative and quantitative methodologies for the identification and development of intelligence for innovation, investment, and growth. Rodney has published widely in academic, trade, and mainstream media and has taught university and post-graduate level courses at New York University, Georgetown University, and Columbia University.