Jonathan Van Ness in a 2020 SuperBowl ad for Pop-Tarts Pretzels.

GLAAD Report Finds Straight People Are Comfortable Seeing LGBTQ People in Ads

Emell Adolphus READ TIME: 2 MIN.

A new GLAAD survey has found that most non-LGBTQ people support equal rights for the LGBTQ community. In fact, according to the survey, somewhere around 84% support equal rights and 75% are comfortable seeing queer representation in ads, reported The Wrap.

Released on June 1, the survey was part of GLAAD's annual Accelerating Acceptance Study. A total of 2,533 non-LGBTQ, adults in the U.S. were surveyed and 70% of those respondents agree companies should publicly support the LGBTQ community through advertising and sponsorships. Additionally, 73% said they were comfortable seeing an LGBTQ character included in a movie or a TV show.

Then what gives with all the anti-LGBTQ legislation being passed?

According to GLAAD president and CEO Sarah Kate Ellis, the survey findings illustrate that the rise in anti-LGBTQ rhetoric can be attributed to "fringe politicians and extremist groups, irresponsible representations in news media, a record-high number of anti-LGBTQ bills in state legislatures, and a sharp uptick in discrimination and violence targeting members of marginalized and minority communities."

In her executive summary of the report, Ellis further explained that the 2023 Accelerating Acceptance study "clearly shows the destructive repercussions of inaccurate rhetoric and baseless legislation."

The survey also "showcases GLAAD's crucial role in the ongoing fight for full LGBTQ equality and acceptance," wrote Ellis. "The study demonstrates an urgent need for education and representation, factors we know can move attitudes toward full acceptance."

Less than third of respondents said they knew a transgender person personally, which further emphasized "an urgent need for education and representation," according to GLAAD.

The results of the survey add further context to the recent backlash and dip in sales that many corporate brands have faced over their LGBTQ support. Bud Light has faced boycotts promoted by right-wing extremist groups over its Instagram partnership with transgender influencer Dylan Mulvaney. And after rolling out its annual Pride campaign collection, Target became the latest target of right-wing groups, with some stores subjected to threats and vandalism over the collection.

Illuminating some widely shared attitudes, the GLAAD study also found that 66% of respondents mistakenly believed that the LGBTQ community is a homogenous group that shares similar needs and issues, and 54% believe that nonbinary people using they/them pronouns are "in the process of figuring out who they are."

by Emell Adolphus

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