{ "docId": "019dd923-5e87-7479-8207-c23bef80ecbb", "docSlug": "fd8e31c27a03f322", "documentTitle": "ipsos pride report 2025", "authorId": "IPSOS", "authorName": "Ipsos", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "industry_analyst", "sourceTypeLabel": "Industry analyst", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 8, "pageCount": 52, "prevPage": 7, "nextPage": 9, "slideType": "key_takeaways", "function": "summarize", "density": "overcrowded", "nDataPoints": 12, "notes": "The slide uses a narrative structure to explain the 'pendulum swing' in public opinion regarding corporate support for LGBT+ issues.", "elementsJson": [ "headline_text", "paragraph", "photo", "footnote" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-5e87-7479-8207-c23bef80ecbb/8", "deckHref": "/decks/019dd923-5e87-7479-8207-c23bef80ecbb", "deckJsonHref": "/decks/019dd923-5e87-7479-8207-c23bef80ecbb.json", "deckAnchorHref": "/decks/019dd923-5e87-7479-8207-c23bef80ecbb#slide-8", "components": [ { "bbox": null, "kind": "callout", "text": "In the fog of a culture war it can be hard to see the path forward clearly, but one ancient maxim still holds true in our modern world — fortune favors the bold.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd952-2300-70cc-b431-a8b0aaf2a173", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.62, "w": 0.21, "x": 0.038, "y": 0.265 }, "kind": "image", "text": "Rainbow over city skyline", "attrs": null, "subkind": "photo", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ce90edcd-cbc7-42e9-821e-1cebbb80edb6", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "Public support for LGBT+ marketing: 41%", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd952-2300-70cc-b431-acf67ca1eec4", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.55, "w": 0.21, "x": 0.745, "y": 0.265 }, "kind": "paragraph", "text": "Close to one in five (17% on average across 26 countries) of Gen X** men, followed by 16% of Gen Z men, 15% of Millennial men and 12% of Boomer men 12%) strongly oppose this marketing move, that's compared to 10% of Millennial women, 9% of both Gen X and Boomer women and 7% of Gen Z women. 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. In the fog of a culture war it can be hard to see the path forward clearly, but one ancient maxim still holds true in our modern world – fortune favors the bold.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "237ff66d-0c7f-4a85-b544-4e3a0f0de951", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.21, "x": 0.273, "y": 0.265 }, "kind": "paragraph", "text": "What a difference a few years makes. 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, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "7720d87c-1e91-4290-afd4-0f976190de69", "frameworkName": null, "frameworkSlug": 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. More men across the generations than women currently strongly oppose companies/brands actively promoting equality for LGBT people.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "788dbc8c-5c25-4830-a862-fb52ca18b281", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.35, "w": 0.45, "x": 0.273, "y": 0.425 }, "kind": "paragraph", "text": "Pendulum swinging back. 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, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "d5f2de88-a656-4291-956a-9ac7ac414408", "frameworkName": null, "frameworkSlug": 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, "subkind": null, "toolName": null, "toolSlug": null, "confidence": null, "componentId": "e091c74e-b542-4baa-b426-cdb4e93af2c9", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.035, "w": 0.15, "x": 0.285, "y": 0.195 }, "kind": "title", "text": "Businesses", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "1c84549b-a80b-4a54-8baa-8ebb6ffaa79f", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.035, "w": 0.25, "x": 0.036, "y": 0.107 }, "kind": "title", "text": "What this means for...", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b6d1a442-9da2-41d0-97ff-280adeb42ba6", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [], "frameworks": [], "arcBeats": [], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }