WPP unveils Beyond the Rainbow, a new global insights study on LGBTQ+ marketing and its future

Research suggests LGBTQ+ self-identity is advancing beyond rigid societal definitionsOrganisations have a strong role to play in furthering inclusive representation in workplaces, media and communications to meet shifting consumer attitudesUnite, WPP’s LGBTQ+ community, and Choreograph, WPP’s global data products and technology company, launched Beyond the Rainbow, a new study into LGBTQ+ marketing and its future. The study surveyed 7,500 LGBTQ+ and non-LGBTQ+ people in the United States, United Kingdom, and Canada to better understand their perceptions and experiences of viewing LGBTQ+ identities in media and advertising. Beyond the Rainbow is intended to equip brands, advertisers, marketing communicators and others in the industry with actionable data and insights to help build a more inclusive future.Spearheaded by an all-queer team from WPP Unite with representation from BCW, Choreograph, Hill+Knowlton Strategies, Hogarth, Landor & Fitch, EssenceMediacom, The&Partnership, VMLY&R and Wavemaker, the study releases insightful new data calling for more authentic representation of LGBTQ+ identities in advertising, the need for long-term support beyond Pride month and the role of queer media in culture and brand communications.