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As Pride Month becomes a recurring fixture in brand campaigns, consumer opinions on LGBTQ+ representation and corporate allyship continue to evolve. We surveyed participants to better understand how people perceive Pride Month branding—from their awareness of inclusive messaging to whether it impacts trust or purchasing behavior. The results reveal a nuanced view of authenticity, visibility, and expectations.

Key Consumer Insights on Pride Month Branding

How Familiar Are You with Pride Month and Its Significance?

We asked participants how familiar they are with Pride Month and what it represents. The responses show varying levels of awareness, with a majority indicating moderate to strong familiarity:

Not at all familiar: 12%
Slightly familiar: 19%
Moderately familiar: 36%
Very familiar: 32%

These results suggest that while most participants are aware of Pride Month, there’s still room to increase understanding around its history and meaning.

Have You Noticed Any Brands or Companies Acknowledging Pride Month in Their Advertising or Marketing?

We asked participants whether they’ve seen brands or companies recognize Pride Month through their advertising or marketing efforts. The majority have noticed at least some level of acknowledgment:

Not at all: 28%
Rarely: 17%
Yes, frequently: 18%
Yes, occasionally: 37%

These results suggest that while some consumers aren’t seeing much brand engagement, many are encountering at least occasional Pride-related messaging.

When a Brand Includes LGBTQ+ Representation in Its Advertising, How Does It Affect Your Perception of the Brand?

We asked participants how their perception of a brand changes when they see LGBTQ+ representation in its advertising. The majority reported no impact, though positive sentiment outweighed negative:

Much more positive: 17%
Slightly more positive: 15%
No impact: 52%
Slightly more negative: 5%
Much more negative: 11%

These responses indicate that while most consumers remain neutral, inclusive representation tends to be received more positively than negatively.

Does LGBTQ+ Representation in Advertising Influence Your Likelihood to Purchase from a Brand?

We asked participants whether seeing LGBTQ+ representation in advertising affects their likelihood of purchasing from a brand. Half said it has no impact, while others indicated it can sway them—mostly in a positive direction:

No impact on purchasing: 50%
Somewhat likely to purchase: 18%
Yes, I’m more likely to purchase: 15%
Less likely to purchase: 17%

These findings suggest that while many consumers remain neutral, inclusive advertising may positively influence buying decisions for a notable portion of the audience.

Do You Believe Brands That Support Pride Month Are Being Genuine in Their Efforts?

We asked participants how sincere they believe brands are when they show support for Pride Month. The responses were mixed, with many expressing uncertainty or skepticism:

Always: 14%
Often: 21%
Sometimes: 40%
Rarely: 11%
Never: 14%

These results suggest that while some consumers trust brand intentions, many remain cautious—seeing corporate Pride support as inconsistent or performative.

How Important Is It to You That Brands Publicly Support LGBTQ+ Rights and Communities?

We asked participants how much they value public support for LGBTQ+ rights from brands. The responses reveal a fairly even split, with a slight lean toward finding it at least somewhat important:

Not important at all: 33%
Not very important: 19%
Somewhat important: 30%
Very important: 18%

These findings suggest that while a significant portion of consumers don’t prioritize brand advocacy on LGBTQ+ issues, many still consider it a meaningful factor.

Have You Ever Switched to or Supported a Brand Specifically Because of Its LGBTQ+ Inclusive Messaging or Campaigns?

We asked participants whether they’ve actively supported a brand due to its LGBTQ+ inclusive messaging. While nearly half said they haven’t and wouldn’t, a notable portion remains open to it—or has already done so:

No, and I wouldn’t consider it: 44%
No, but I would consider it: 29%
Yes, once: 12%
Yes, multiple times: 15%

These results suggest that while values-based brand loyalty isn’t universal, inclusive messaging can still influence a meaningful segment of consumers.

How Zamplia Helps You Connect Authentically with Your Audience

The survey results underscore that while many consumers appreciate and notice Pride Month branding, there is still a demand for authenticity and meaningful representation. Building genuine connections requires brands to listen carefully and respond thoughtfully to diverse audience expectations. At Zamplia, we make it easy to launch surveys and quickly analyze responses, helping organizations capture timely, actionable insights on topics like Pride Month branding. Whether you want to understand how your audience perceives your inclusivity efforts or inform your marketing strategy, Zamplia provides the tools to get clear, real-time data with minimal effort. Take a tour or book a demo with us today.