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Majorities in all countries support legal measures to protect lesbian, gay, bisexual and transgender people from discrimination. Support for same-sex couples marrying and adopting children remains strong, although is not as high as it was.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:20:48.118+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "93e21561-1376-460f-9cc8-10866c88cdde", "parentComponentId": null }, { "bbox": { "h": 0.12, "w": 0.23, "x": 0.036, "y": 0.268 }, "kind": "paragraph", "text": "Welcome to the 2025 edition of the Ipsos LGBT+ Pride Report. This 26-country study is designed to provide a resource for all those looking to better understand public opinion today. 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It finds more support than opposition for employers actively taking steps to promote/celebrate LGBT+ employees, but no consensus. Our report sets out the key findings we pulled out of this year’s survey and identifies a series of questions that brands, governments and societies at large will need to think about.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:20:48.118+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "c00ce4aa-850e-4b4b-869f-cf8a17d4118d", "parentComponentId": null }, { "bbox": { "h": 0.05, "w": 0.08, "x": 0.747, "y": 0.545 }, "kind": "paragraph", "text": "Ben Page\nIpsos CEO", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:20:48.118+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "d8b63a14-ff4e-4ff7-899a-cc338098d86d", "parentComponentId": null }, { "bbox": { "h": 0.25, "w": 0.23, "x": 0.506, "y": 0.338 }, "kind": "paragraph", "text": "As ever, context is key. Our attitudes may be shaped by the culture and climate of the country we live in. With this in mind, the second section of our report provides detailed breakdowns by individual countries. We also chart how attitudes have changed in recent years, and take a look at how opinions break down by gender and generation. 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Where next? Over the past few years many private businesses in Western countries chose to take very public stances on everything from racism to homophobia. There's now a chill in the air. Some companies have scaled back, or completely scrapped, DEI programs, including Pride events this year. Business leaders in 2025 have to make tough calls every day, including on DEI issues and initiatives. 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When Ipsos rolled out the Pride report in June 2021 many around the world were still reeling from the murder of George Floyd in May 2020, which sparked not only a reckoning over structural racism, but also a larger diversity, equity and inclusion (DEI) movement. In the early part of this decade many brands increased DEI marketing efforts, including during Pride Month.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:20:50.305+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "7720d87c-1e91-4290-afd4-0f976190de69", "parentComponentId": null }, { "bbox": { "h": 0.55, "w": 0.21, "x": 0.51, "y": 0.265 }, "kind": "paragraph", "text": "And a new question this year finds there's also no overwhelming support (38%) for employers having programs/policies that explicitly support/celebrate LGBT+ employees. So, what should businesses do? For one, looking past the noise and to the data can help guide the way. While social media and tabloid news outlets can make it seem like there has been a large 'wokelash' against all Pride marketing the reality is more nuanced. Support has dropped for companies/brands actively promoting equality for LGBT people, but opposition has stayed relatively steady, with only 12% now saying they're strongly opposed and just over one-third (36%) neither supporting nor opposing these marketing efforts. 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Four years ago, almost half (49% on average across 23 countries*) said they supported companies/brands actively promoting equality for LGBT people. By 2024, that support had fallen five points to 44% and has now dipped year-over-year to 41% (with 23% currently opposed). Those in favor of more LGBT characters on TV, in films and in advertising also fell, from 36% in 2021 to 29% in 2025. While there may be the perception of ever-increasing diverse representation in pop culture GLAAD finds there was actually a slight dip of LGBT+ characters on several streaming services in 2024.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:20:50.305+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "d5f2de88-a656-4291-956a-9ac7ac414408", "parentComponentId": null }, { "bbox": { "h": 0.05, "w": 0.6, "x": 0.036, "y": 0.88 }, "kind": "source-note", "text": "*Change for 23-country average is based on the countries which were in all previous waves of the global Pride polls. **Generation Z (born between 1996-2012), Millennials (born between 1980-1995), Generation X (born between 1966-1979) and Baby Boomers (born between 1945-1965).", "attrs": null, "canon": { "kind": { "name": "Source note", "slug": "source-note", "status": "active", "canonId": "23484952-494b-4a5e-b1ad-550d0d70e948", "version": 1, "description": "Attribution / source / caveat placed at the slide footer. 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0.898 }, "kind": "image", "text": null, "attrs": null, "canon": { "kind": { "name": "Image", "slug": "image", "status": "active", "canonId": "019de52c-f978-701f-a720-51d029d769e7", "version": 1, "description": "Photo, illustration, screenshot or icon." }, "tool": null, "subkind": { "name": "Logo", "slug": "logo", "status": "active", "canonId": "019de52c-fdaf-743d-94c4-d7c6a0e55302", "version": 1, "description": null }, "framework": null }, "subkind": "logo", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:20:54.324+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "dabb0db0-722f-433f-ad3d-cc5262334da1", "parentComponentId": null }, { "bbox": { "h": 0.133, "w": 0.206, "x": 0.037, "y": 0.467 }, "kind": "paragraph", "text": "Melissa Dunne\nSenior Data Journalist\nIpsos Knowledge Centre\nMelissa.Dunne@ipsos.com", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": 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