“One of the ways that brands can win is to show up all year round by being in spaces with people and being truly inclusive,” Stutzman said. “It’s making it so much less authentic to say that their brand supports all these causes if they aren’t really showing up and meeting the community and being a friend to the person instead of just a brand.”

Investment advisory LGBT Capital estimates global LGBTQ+ spending power at $4.7 trillion. In the U.S., the 7.2% of people who identify as LGBTQ+, according to Gallup, is almost double the percentage it was a decade ago and is far higher among Gen Z (20%). The demand from LGBTQ+ audiences is there; the willingness of brands to meet them in places where everyone is comfortable is somewhat more elusive.

Seeking the right spaces

According to the ANA study, most of the creative that featured LGBTQ+ casting was found on the internet and in more targetable media, including social media (86%), websites (66%), digital and retail media (66%), and influencer content (55%). However, only 34% of marketers used LGBTQ+-targeted media in their marketing mix.

Rana Reeves—who founded the RanaVerse creative agency in 2018 and, as CEO, has worked with brands including Coach, Airbnb and Citi to address cultural issues—suggests delving into LGBTQ+ should start “in spaces where you’re warm.” That could mean geographic locations like major cities or social platforms like TikTok and Instagram.

“If someone’s really entrenched, I’m just not sure anymore whether it’s worth the energy to try and change that,” Reeves said. “They need to at least be open to dialogue and change, and some of that comes over time. It’s come through popular culture, it’s come through entertainment, it’s come through understanding and meeting LGBTQ people … it’s come through emotions that people can understand, like love or joy or hope.”