Though it might surprise some to learn that 65 percent of Americans feel that LGBT inclusion is good for the economy, it was what Ogilvy’s Bill Berman suspected his agency’s most recent LGBT marketing survey would show.
“We had a sense that the cultural landscape is shifting to be more inclusive,” said Berman. “One of the reasons why we wanted to do the survey was to learn more how that shift pertains to brands and businesses. We had this inclination that because advertising doesn’t exist in a vacuum, there must be some sort of effect on non-LGBT audiences when a brand’s advertising is LGBT-inclusive.”