Young Folks + Queer Town survey reveals 65% of people have boycotted a brand due to poor or offensive representation of LGBTIQA+ people

Australian independent full-service agency Young Folks has today released findings from a survey of LGBTIQA+ inclusion and representation in advertising conducted in collaboration with Queer Town — a queer-led grassroots organisation delivering LGBTIQA+ inclusion training, education, and consultation in workplaces and schools across Australia.

The anonymous survey of over 300 Australians reveals a notable gap between current LGBTIQA+ portrayals in marketing and the public’s expectations.

The insights were revealed at the inaugural Beyond Rainbows event in Melbourne last night, with guest speakers including Queer Town founder and CEO Archie Beetle (they/them), 2021 AGDA emerging designer of the year Amery Oke-Johnston (they/them), and copywriter, comedian and creative Emily Weir (they/them).

Key insights included: 

81% of respondents feel that these depictions fail to reflect authentic LGBTIQA+ experiences, and 75% believe representation is insufficient. Key problems include an over-reliance on clichés, lack of diversity, and not enough LGBTIQA+ voices in the mix, and most people feel the biggest need is for more real-life stories — with 16% calling it a top priority.

Results from the survey suggest that authentic representation is crucial for brand engagement with 78% of respondents more likely to support brands that accurately depict LGBTIQA+ identities, and 57% would even pay more for products and services from such brands. Plus 65% of the people surveyed have boycotted a brand due to poor or offensive representation of LGBTIQA+ people.

There are nearly three million Aussies who identify as LGBTIQA+. That’s 11% of the population who aren’t seeing nearly enough respect, understanding, and representation they deserve from many of the brands that are currently marketing to them.

Says Erin Morris, managing director, Young Folks: “Making marketing and advertising more inclusive of LGBTIQA+ people and experiences should be a priority, not just a ‘nice to have’. True inclusivity starts long before a campaign goes live – diverse voices and identities should be brought to the table in the campaign planning stage to weed out any unconscious bias, and truly reflect the diversity of the community it’s marketing to. We created this guide to give brands, marketers and agencies a practical tool to get representation right.”

Says Archie Beetle, founder and CEO at Queer Town: “Too often, the advertising industry recycles the same, worn-out representations of LGBTIQA+ lives, missing the diversity and day-to-day experiences of our community today. I don’t see myself reflected, so I don’t engage. This guide is a call to action for agencies everywhere to elevate their game. We don’t need rainbow colours in June; we need authentic reflections of our multifaceted lives all year round. With this resource, we aim to empower creatives to design and create content that embodies queer stories, rather than mimicking them.”

Survey findings suggest that even if brands are inclusive, many are still relying on stereotyped portrayals of LGBTIQA+ people, with 73% of respondents agreeing it’s the biggest shortfall in existing portrayals. Many brands rely on cliched portrayals like the flamboyant gay best friend, the masculine-presenting lesbian, or the androgynous non-binary person that not only limit the understanding of LGBTIQA+ identities, but also perpetuate harmful biases.

‘If I saw people like me in ads and on TV when I was growing up, I wouldn’t only be finding myself now.’ – anonymous survey respondent

For more information or to download the practical guide please visit: youngfolks.com.au/inclusive-advertising