DISQO & DO THE WERQ: LGBTQ+ ADVERTISING MORE CHALLENGING UNDER BOYCOTT THREATS
LOS ANGELES, Sept. 11, 2023 /PRNewswire/ -- Customer experience (CX) platform DISQO and Do the WeRQ – a community increasing LGBTQ+ representation in advertising – released a new report, "LGBTQ+ Advertising: From Boldness to Backlash," exploring consumer perspectives on boycotting and brand "wokeness." The third annual study about receptivity to LGBTQ+ inclusion in advertising underscores the need for brands to test messages, plan for boycotts, and consider the value of being seen as woke against their near- and long-term revenues.
- DISQO and Do the WeRQ release new consumer insights on brand wokeness and boycotting.
- Boycott Motivation: 80% of LGBTQ+ consumers said they boycotted a brand because they disagreed with its position, while only 55% of general consumers said the same.
- Boycott Permanence: Half who said they had participated in a boycott said they never returned to the brand(s) again.
- While wokeness has become more well-known as a concept, consumers say that it's losing its meaning.