Majority are for anti-discrimination protections, but support slips for several LGBT+ issues

Washington DC, June 12, 2025 - Ipsos, one of the world's leading market research companies, announces the release of the fourth edition of the Ipsos LGBT+ Pride Report, a 26-country* survey which tracks how people around the world feel about a range of issues, from same-sex marriage to transgender athletes. Key findings include:

• Majorities in all countries say that LGBT people should be protected from discrimination in areas like employment and housing. But when it comes to passing laws banning discrimination, there is more variation by country: 72% in Thailand and 69% in Spain support such measures, compared with 29% in Hungary and 27% in Türkiye. In the U.S., 71% say lesbian, gay, and bisexual people should be protected from discrimination in employment, housing, and access to businesses, roughly in line with the 23-country average** (72%). However, fewer Americans (50%) support laws banning discrimination against LGBT people when it comes to employment, education, housing, and social services, also in line with the 23-country average (51%).
• Support for brands promoting LGBT rights declines. Support for companies/brands actively promoting equality for LGBT (lesbian, gay, bisexual, transgender) people is down to 41%, on average across 23 countries**, from 49% in 2021. And opposition has risen to 23% in 2025 from 16% in 2021. Levels of support are highest in Thailand (72%), and 50% or more in Spain, Sweden, Italy, Ireland, South Africa and the Netherlands. This drops to 22% in South Korea and 21% in Türkiye. In the U.S., 39% support companies and brands actively promoting equality for LGBT people, down nine percentage points compared to 2021.
• No strong consensus for LGBT+ initiatives at work. On average across 23 countries, 38% are in favor of employers having programs/policies that explicitly support/celebrate LGBT+ employees, while 24% oppose this. The U.S. sits roughly in line with this 23-country average, at 35% supporting these programs.
• Support for same-sex unions dips. Support for same-sex marriage/ recognition is now down to 69% (across 23 countries) from 74% in 2021. Those in Spain (86%), Sweden and the Netherlands (both at 85%) are most in favor. In the U.S., these levels have declined seven percentage points since 2021, now sitting at 65% supporting marriage or some kind of legal recognition.
• Support for transgender athletes down 10 points since 2021. Only 22% (across 23 countries) in 2025 are in favor of trans athletes competing based on the gender they identify with rather than the sex they were assigned at birth, down from 27% in 2024 and 32% in 2021. Opposition is currently strongest in Great Britain and Hungary (both at 61%). In the U.S., levels of support declined 6 percentage points since 2021, with 21% supporting this.
• Gen Z women continuing to lean liberal. Younger females are the cohort most in support of a range of LGBT+ protections, rights and visibility. For example, 49% of Generation Z*** women support having more LGBT characters on TV, in films and in advertising vs. 22% of Baby Boomer and 23% of Generation X men.

^{*The “26-country average” reflects the average result for all the countries and markets where the survey was conducted. It has not been adjusted to the population size of each country or market and is not intended to suggest a total result.
**Change for 23-country average is based on the countries which were in prior editions of the Ipsos LGBT+ Pride report.}

^{***Generation Z (born between 1996-2012), Millennials (born between 1980-1995), Generation X (born between 1966-1979) and Baby Boomers (born between 1945-1965).}

About the study

These are the results of a 26-country survey conducted by Ipsos on its Global Advisor online platform between Friday, April 25, and Friday, May 9, 2025. For this survey, Ipsos interviewed a total of 19,028 adults aged 18-74 in Canada, Republic of Ireland, South Africa, Türkiye, and the United States, 20-74 in Thailand, 21-74 in Singapore, and 16-74 in all other countries.

The sample consists of approximately 1,000 individuals each in Australia, Belgium, Brazil, Canada, France, Germany, Great Britain, Italy, Japan, Spain, Türkiye, and the U.S., and 500 individuals each in Argentina, Chile, Colombia, Hungary, Ireland, Mexico, the Netherlands, Peru, Poland, Singapore, South Africa, South Korea, Sweden, and Thailand.

Samples in Argentina, Australia, Belgium, Canada, France, Germany, Great Britain, Hungary, Italy, Japan, the Netherlands, Poland, South Korea, Spain, Sweden, and the U.S. can be considered representative of their general adult populations under the age of 75. Samples in Brazil, Chile, Colombia, Ireland, Mexico, Peru, Singapore, South Africa, Thailand, and Türkiye are more urban, more educated, and/or more affluent than the general population. The survey results for these countries should be viewed as reflecting the views of the more "connected" segment of their population. The data is weighted so that the composition of each country's sample best reflects the demographic profile of the adult population according to the most recent census data. "The Global Country Average" reflects the average result for all the countries and markets in which the survey was conducted. It has not been adjusted to the population size of each country or market and is not intended to suggest a total result.

When percentages do not sum up to 100 or the 'difference' appears to be +/- 1 percentage point more/less than the actual result, this may be due to rounding, multiple responses, or the exclusion of "don't know" or not stated responses.

The precision of Ipsos online, non-probability-based polls is calculated using a credibility interval with a poll where N=1,000 being accurate to +/- 3.5 percentage points and of where N=500 being accurate to +/- 5.0 percentage points. For more information on Ipsos use of credibility intervals, please visit the Ipsos website.

About Ipsos

Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing nearly 20,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques.

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Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120, Mid-60 indices, and is eligible for the Deferred Settlement Service (SRD).

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