New TGI data shows consumer attitudes towards inclusion and diversity have become more nuanced— creating a more complex environment for brands looking to celebrate Pride Month. Here we explore the scale of the challenge and share advice on how to respond.
It wasn’t long ago that brands, after years of what felt like steady progress, appeared eager to align themselves with diversity, equity and inclusion. As part of that broad, global trend, Pride Month brought a surge of rainbow logos, high-profile campaigns, and messaging filled with affirmations of equality. But the mood is shifting. In today’s climate, the association with DEI is beginning to feel more fraught, and for some, more risky. Indeed, look below the surface, and it’s clear that celebrating difference is no longer the assumed direction of travel, but a growing faultline.
New figures from Kantar Media’s TGI study show that just 42% of British adults feel comfortable talking about sexuality and intimacy, a slight decline on the previous year. At the same time, agreement with the statement “I don’t like to judge other people on the way they choose to live their life” has slipped from 66% in 2017 to 59% today. So while public conversations about difference have become more visible, people’s comfort with engaging in them has not necessarily kept pace.
It’s a contradiction that reveals itself most clearly when two apparently progressive views are held in tension. On the one hand, more people now say they like to be surrounded by different cultures, lifestyles and ideas — up from 45% in 2017 to 51% today. On the other, a shrinking proportion of adults don’t like to judge how others choose to live their life.
However, we should temper this decline by highlighting that only a tiny minority (4%) say they ‘definitely’ like to judge how others live. Nevertheless, it is notable that the desire for diversity does not always translate into all-encompassing acceptance.
These trends are not unique to the UK. In Brazil, despite coming from a high base, agreement with the idea of accepting others regardless of sexual preference has declined, alongside tolerance more broadly. Meanwhile, in Western Europe, there’s clear divergence: three-quarters of French adults agree with the principle of not judging others’ lifestyles, while in Germany the figure is closer to half. These gaps matter, because they reveal how tolerance cannot be assumed.
Part of the explanation may lie in the legacy of the pandemic. During lockdown, public behaviour was scrutinised like never before, as people aligned around a shared but often fraught set of rules. The stress of isolation, coupled with a narrowed social lens, may have left some people more inward-looking and less empathetic. And although restrictions have long lifted, the data — which shows a correlation with the pandemic’s time scale — suggests those changes in attitude haven’t fully reset.
Broader forces are also in play, particularly culture wars around the world that have seen a rise in anti-DEI rhetoric and transphobia translated into government policy. These issues don’t stay contained; they ripple across borders, shaping attitudes globally.
Another explanation may lie in psychology. Some struggle to embrace real-world change, even when they support it in principle. It’s a case of two steps forward, one step back, as those who believed themselves to be in favour of equality are suddenly confronted with it as a lived reality rather than an abstract ideal — and discover they are less open-minded than they assumed.
What this means for brands
For brands looking to support LGBTQ+ communities, or play a role in fostering a more inclusive society more broadly, this presents a unique challenge. Pride Month offers a chance to spotlight struggle, celebrate difference and promote equity, but only if it’s done with genuine authenticity and a nuanced understanding about how to communicate with different audiences — in a similar fashion to how experts argue we should approach elements of gender diversity. This is especially true when social attitudes vary so widely — not just between countries, but between age groups and even media habits.
And that generational divide is striking. The proportion of 25-34 year olds who prefer brands that emphasise inclusion and diversity in their advertising is around five times greater than it is for those aged 65+ (50% of this younger cohort agree vs. 11% of those 65+). Indeed, a considerable proportion of older adults are not only indifferent, many actively reject the notion, with TGI showing that over a third of those aged 65+ explicitly disagree with this attitude, which is well over double the proportion of 25-34 year olds who do so. Contextually, however, we should bear in mind that almost half of all adults (43%) are simply indifferent to brand emphasis on inclusion and diversity in adverts.
Despite this, it’s still of note that not only are younger adults more likely to be supportive of brands which emphasise inclusion and diversity in their comms, but this support has grown considerably in recent years. In 2023 38% of 25-34 year olds agreed with this attitude, but this has jumped to 50% today.
It also speaks volumes about where the commercial momentum lies. Younger consumers are not only more vocal, but more deliberate in their choices. And when looking at their media habits, this becomes even clearer. British adults who favour brands that champion inclusion are far more likely to be heavy users of social media, video-on-demand platforms, and cinema. These are immersive, visual environments where values can be expressed not just through messaging, but through authentic and grassroots representation and storytelling.
Some brands have got this right. In the UK, Lloyds Bank’s “For Your Next Step” campaign and IKEA’s “Be Someone’s Home” both featured same-sex couples as part of a broader inclusion narrative. These weren’t token gestures; they reflected the values of customers already engaged with diversity, and helped reinforce them.
But not every attempt lands well. The fallout from Bud Light’s partnership with trans influencer Dylan Mulvaney, and its subsequent handling of the backlash, is perhaps the most high-profile, global example from recent years. It wasn’t just that the campaign drew transphobic criticism; it was the lack of conviction that followed. By failing to stand behind their message, the brand lost credibility with everyone — those who found the inclusion too difficult to comprehend and those hurt by the retreat.
Yet it would be a mistake to think of inclusion purely in terms of risk. There’s a moral case here that needs no justification. LGBTQ+ people deserve to be seen, supported and treated with dignity. But there are deeper cultural reasons why it’s so important. Brands do not operate in a vacuum. They are part of culture and society. As active players, they shape public narratives and trends, influence norms and reach into people’s homes and identities.
“Brands are uniquely placed to reflect and influence culture,” says Oisín O’Reilly, CEO of Outhouse, a Dublin-based LGBTQ+ community centre.
“When they choose to stand with LGBTQ+ communities, particularly in the most challenging times, it sends a powerful message — not just of support, but of leadership. Representation matters, but real impact comes when visibility is matched by values and long-term commitment.”
Achieving that means they can’t ignore the reality of complex audience attitudes. That might start with understanding audience data, but it should extend to listening to real people. Work with LGBTQ+ communities, don’t just try to represent them. Understand why others remain hesitant to celebrate difference and find ways to engage with them too. There must be space for nuance, bridge building, and an acceptance that audiences are all coming from different places and hold different values. That is a significant communication challenge, and one which should be viewed as part of the continuing struggle for true equity for every member of society.
“Allyship isn’t seasonal; it’s a sustained effort grounded in listening to lived experiences, learning, and doing the work – both internally and externally,” O’Reilly says.
“Brands can have real impact when they engage early and meaningfully with the LGBTQ+ organisations that advocate year-round. By collaborating with experts, their support becomes far more authentic and impactful for LGBTQ+ people and communities, and for their bottom lines.”
The public is more complicated than a hashtag, and tolerance is not something to be assumed. But if we are to build a fairer society that is more accepting and empathetic, brands have a role to play. And for those willing to embrace it with purpose and authenticity, that role can be both meaningful and rewarding.
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For more on how consumers today are engaging with differences in how others live their lives and how much importance they place on brands embracing inclusive values, download our dedicated report deck that brings these themes to life. For more about our TGI consumer data, please visit the TGI section of our website, or get in touch via the ‘Contact Us’ link at the top of the page.