Over Half of Young British Gay and Bisexual Men Believe the LGBT+ Community is ‘Invisible’ in Advertising, Says Study

April 5, 2017 | Share this article

The majority of British gay and bisexual men think that the LGBT+ community is “invisible” in advertising, and while they want greater representation from brands many find the term ‘pink pound’ to be deeply problematic.

According to a study from creative media agency UM London and dating app Grindr, which interviewed 2000 Grindr users across England aged 18 to 34, 52% of respondents said they didn’t believe LGBT+ individuals were portrayed in advertising.

While some brands like Vicks, Manchester United, Tiffany’s, Lush and Airbnb have made steps to make their ads more LGBT+ diverse, it’s clear there’s a feeling advertisers aren’t playing their part when it comes to promoting inclusion as well as products.

In addition, 54% of gay and bisexual young men said they might have come out sooner if brands had shown LGBT+ people like them in ads when they were growing up, while close to 70% said they believed brands had a role a part to play in challenging and progressing society’s views.

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