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  "documentTitle": "IPSOS LGBT+ PRIDE REPORT 2025",
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  "authorName": "Ipsos",
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      "kind": "callout",
      "text": "Support for companies/brands actively promoting equality for LGBT people is down, falling five percentage points to 44% in 2024, then three more points to 41% in 2025.",
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      "text": "*Change for 23-country average is based on the countries which were in all 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).",
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      "text": "Gen Z women continuing to lean liberal. Younger females are the cohort most in support of a range of LGBT+ protections, rights and visibility. 49% of Gen Z women support having more LGBT characters on TV, versus less than one-quarter of older men.",
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      "text": "Support for transgender athletes down 10 points to 22% since 2021. Only 22% are in favor of trans athletes competing based on the gender they identify with, down from 27% in 2024 and 32% in 2021.",
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      "kind": "list",
      "text": "Gen Z men continuing to diverge from Gen Z women. Younger males are still diverging from their female peers. 59% of Gen Z women support LGBT people being open about their sexual orientation/gender identity, Gen Z men's support is 38%.",
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      "text": "No overwhelming appetite for LGBT+ initiatives at work. Just under two in five (38%) are in favor of employers having programs/policies that support/celebrate LGBT+ employees, while 24% oppose this. 39% are neutral.",
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      "text": "Support for brands promoting LGBT rights not as strong as it was. Support for companies/brands actively promoting equality for LGBT people is down. 49% in favor in 2021, falling to 44% in 2024, then to 41% in 2025. Opposition has risen to 23% in 2025 from 16% in 2021.",
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      "text": "Support for same-sex unions, families. Support for same-sex marriage/recognition has softened to 69% in 2025, compared to 74% in 2021. Support for same-sex couples having the same rights to adopt children is down to 59% in 2025, from 64% in 2021.",
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      "text": "Public support percentage: 41%",
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      "evidence": "The report highlights the need for inclusivity, citing industry trends and key takeaways.",
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