Publicação
Representation matters: LGBTQI+ representation in brands’ advertising
| Resumo: | Nowadays, diversity is a major component of competitive advantage for brands, and so they incorporate social messages such as LGBTQIA+ equality into their advertising, as a means of differentiation. Moreover, the LGBTQIA+ market is currently estimated to be worth $18 trillion globally. Hence, the main goal of this dissertation is to explore how LGBTQIA+ consumers respond to brands’ LGBTQIA+ representation in advertising. In order to do so, as this is a qualitative study, 25 semi-structured interviews were conducted, making use of a diverse sample of LGBTQIA+ consumers. Data was analyzed using Bardin’s Content Analysis technique. Results show that there is still a lack of diverse and inclusive LGBTQIA+ representation in advertising and that actually appeals to this group of consumers. Additionally, brands must make a whole-hearted long-term effort to the LGBTQIA+ community, not only in their advertising but also as one of their core values. Finally, various recommendations are given to companies for them to become truly LGBTQIA+ friendly. |
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| Autores principais: | Lopes, Rita Antunes Rebelo Coimbra |
| Assunto: | Advertising LGBTQIA+ Representation Consumer Behavior Consumer Perceptions Brand Activism |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Português de Administração de Marketing |
| Idioma: | inglês |
| Origem: | Instituto Português de Administração de Marketing |
| Resumo: | Nowadays, diversity is a major component of competitive advantage for brands, and so they incorporate social messages such as LGBTQIA+ equality into their advertising, as a means of differentiation. Moreover, the LGBTQIA+ market is currently estimated to be worth $18 trillion globally. Hence, the main goal of this dissertation is to explore how LGBTQIA+ consumers respond to brands’ LGBTQIA+ representation in advertising. In order to do so, as this is a qualitative study, 25 semi-structured interviews were conducted, making use of a diverse sample of LGBTQIA+ consumers. Data was analyzed using Bardin’s Content Analysis technique. Results show that there is still a lack of diverse and inclusive LGBTQIA+ representation in advertising and that actually appeals to this group of consumers. Additionally, brands must make a whole-hearted long-term effort to the LGBTQIA+ community, not only in their advertising but also as one of their core values. Finally, various recommendations are given to companies for them to become truly LGBTQIA+ friendly. |
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