Marketing Quiz, Pride Month Edition
Can you match the ads that celebrate the LGBTQ+ community to the brand? Take our quiz
A recent study by the Public Religion Research Institute finds that more than 25 percent of gen Z adults ages 18 to 25 in the U.S. identify as lesbian, gay, bisexual, transgender, or queer, compared to 16 percent of millennials, 7 percent of gen X, 4 percent of baby boomers, and 4 percent of the silent generation. For certain, the LGBTQ+ community is a growing demographic. In fact, the LGBTQ+ group is the fastest growing minority segment in the U.S. and has an estimated annual spending power of $1.4 trillion, according to a 2022 DISQO report previously cited by ANA magazine.
While backlash against LGBTQ+-themed campaigns in 2023 may have left a perception that brand support has softened, it has not. In a report released earlier this year by the ANA, 55 percent of marketers said they engage with LGBTQ+ consumers and 82 percent of marketers believe brands should increase their LGBTQ+ outreach efforts.
In recognition of Pride Month, which ends this weekend, try your hand at identifying the brand behind the campaign.
Each example comes from the ANA's Multicultural Excellence Awards program and ANA members can view the full multimedia case study.
Which Pride Month or LGBTQ+-centered ad was most impactful to you? Share it in the comments.
The Marketing News Quiz is off next week but will be back on July 13.
