The company’s superficial efforts to show LGBTQ solidarity may do more harm than good. Our latest data analysis proves it

In spite of wash the rainbow has been a buzzword for several years, the new report provides some of the earliest quantitative data we have on the consequences of oversaturating LGBTQ ads, both painful and important to publish. .

More than a fifth of respondents (21.73%) said they would prefer LGBTQ+ people or issues to be included in ads less. Sentiment was lowest among respondents between the ages of 18 and 24, accounting for 13.7% and increasing with each successive age, with nearly 34% of over-65s wanting to see less LGBTQ+. However, the overall figure of 21.73% was down more than five points from last year, the first year the survey was conducted.

Notably, among respondents as part of a community, 3.25% of those who identified as LGBTQ and 21.29% of those who identified as “unsure or wonder” said they would fewer LGBTQ ads.

We’re disappointed again by this number, but we’re not surprised. Conversations about LGBTQ equality heated up last year as we faced a wave of anti-LGBTQ legislation in several states and efforts to withdraw rights and reduce visibility.

The annual progress shown in the data is remarkable, but some changes may be temporary given the survey’s data collection timeframe, which began weeks after the Supreme Court’s draft. high is overturned Roe v. Wade leaked This spring, trigger discussion about whether same-sex marriage rights will fall further.

Rainbow Wash is a proactive effort to engage the gay community and its allies, especially during Pride Month, and can often be seen as productive. Campaigns are sometimes used as a way for companies to “balance the scales” and play both sides while they continue to donate or do business with anti-LGBTQ causes or public figures, like whistleblowers regularly disclose.

You can also learn many things through Google searches for donations from leading corporations to various political figures and that information is more readily aggregated by citizens, activists and advocacy groups. Increasingly, as consumers, we cannot accept duplication, because we know that we can satisfy our needs for products and services that are met by Other brands are doing things differently.

Companies need to strike a balance between LGBTQ visibility and organizational integrity.

With limitless access to information in the age of technology, consumers are brands super-sensitive to discerning the difference between their words and actions.

The weird economy is now fastest growing minority market in the USand corporations are trying to appeal to LGBTQ consumers and their allies, especially Gen Zers, the segment of the population born between 1997 and 2012.

A whopping 20.8% of Generation Z Americans identify as LGBT, according to a Gallup poll published earlier this year. This identification rate is much higher than that of other generations: Millennials identified as 10.5% LGBT, and the national average increased to 7.1%, up from 5.6% in 2020 and 3.5% a decade ago, when sexuality and gender identity were increasingly doomed.

As young people enter the workforce, the overall purchasing power of LGBTQ – a so-called “pink coin” market – will increase dramatically. However, the strategies of many corporations remain hollow and insincere, with some companies promoting LGBTQ solidarity while also donate to anti-LGBTQ activities or politicians, an example of saying the sides of their mouths.

Impact? Ads with good signals can discourage both queuing and non-queuing consumers. Visibility is certainly important – but to play the game for the long term, this data tells us that companies need to assemble internally and redesign and combine their engagement efforts. LGBTQ with overall brand values.

Companies are oversaturated with Pride Month with effective ads, and the noise of these campaigns is stifling LGBTQ tolerance efforts. It also means that pink dollars are looking for brands that are truly gay-friendly, rather than mutually beneficial ones.

We want action, alliance and integrity. Between whisper of the Obergefell v. Hodges exposed, bill “Don’t Say Gay” mutilation in state legislatures across the country, and digital harassment campaign Reaching extreme territory, we need brands to be on our side more than ever.

Companies often blunder in their marketing efforts in a weird way because they make superficial, general statements about all LGBTQ people, and campaigns are rarely relevant to their target demographics. .

Pink money is on the rise and exotic consumers want to hear from spokespeople from their community. Empower gay voices and retain LGBTQ talent for a more authentic approach.

This is where influencer marketing shines: You’ll financially empower someone in a marginalized community and at the same time make a brand statement that resonates with consumers. users, especially Generation Zers.

Companies will have to change the way they behave. A more evolved approach – one that aligns company brand values ​​with dedicated efforts – will appeal to the right audience with the right message, including LGBTQ consumers and allies. their.

Nick Wolny wrote about LGBTQ money for several national publications. David Grabert is DISQO’s vice president of brand and communications. Erica Ciszek, PhD, is an associate professor of advertising and public relations at the University of Texas Moody College of Communication at Austin. Kate Wolff is the founder and CEO of Lupine Creativea Los Angeles-based agency, and co-president of programming and operations at Do The WeRQ.

Opinions expressed in Fortune.com commentary are solely those of their authors and do not necessarily reflect the opinions and beliefs of Luck.

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