New Study by GLAAD and Edelman Trust Institute Finds the Majority of Americans Expect Businesses to Speak Up for LGBTQ Rights

On Tuesday, December 13th, GLAAD has released data from its survey conducted in collaboration with global research center, The Edelman Trust Institute. The survey is focused on perceptions American's attitudes toward the LGBTQ community, and was based on responses from a sample of the general population in the United States including 1,000 consumers and 1,0000 workers. 

The data revealed strong support for businesses that publicly align themselves with and speak out on behalf of the LGBTQ community. According to the study, 53% of Americans expect CEOs to inform and shape conversations and policy debates about LGBTQ rights. 59% say that if businesses devoted significant resources to protecting the rights of the LGBTQ community, they could have a positive impact. Additionally, 18-34-year-olds are nearly twice as likely than the general population to say that protecting the rights of the LGBTQ community should be a top priority for brands when it comes to allocating money and resources. 

This data comes following a year full of hate and violence towards the LGBTQ community. Over 300 anti-LGBTQ bills were proposed in 2022 alone. GLAAD President and CEO Sarah Kate Ellis made a statement saying, “The Edelman Trust Barometer’s insights make a clear business case for companies to proactively speak out and demonstrate support for LGBTQ people. Being a visible corporate ally is necessary for companies that want to attract and retain employees and consumers and can also have significant positive impact for LGBTQ people. Business can and should urgently play influential roles in addressing the alarming rise of anti-LGBTQ violence and the hundreds of anti-LGBTQ bills that continue to be introduced in states around the country.”

Additional findings from the survey include that U.S. employees ages 18-34 are 5.5x more likely to want to work at a company if it publicly supports and demonstrates a commitment to expanding and protecting LGBTQ rights, and women are 5x more likely. Americans are twice as likely to buy or use a brand if the brand publicly supports and demonstrates a commitment to expanding and protecting LGBTQ rights.

The full findings from the 2022 Edelman Trust Barometer Key Insights: Business and LGBTQ Rights in the U.S. can be found here.

Interested in learning more on how businesses can better support LGBTQ people and rights? Check out GLAAD's Visibility Project which consults with leading advertisers and brands on LGBTQ representation in ads
and public communications.