Most Americans do not oppose corporate support of LGBTQ Pride

Washington, DC, June 22, 2023 – A new survey conducted by Ipsos on behalf of GLAAD shows most Americans are not opposed to corporate support of LGBTQ Pride month by selling Pride collections and merchandise. 

Detailed Findings

Fifty-nine percent of Americans agree that companies offering LGBTQ Pride merchandise and collections are showing support for and acceptance of the LGBTQ community, and 44% of Americans say corporations showing public support of the LGBTQ community is having a positive impact on the acceptance of LGBTQ people. Americans are nearly twice as likely to say they are inclined to support companies facing criticism for supporting LGBTQ people (29%) than those who say they are inclined to support those who are criticizing the company (17%), while half of Americans say it does not make a difference to them (53%). Nearly half of Americans believe that a company offering LGBTQ Pride collections/merchandise is no different than offering merchandise with a sports team logo or any other kind of design (47%). When asked about impact on purchasing considerations, most Americans say knowing that an LGBTQ Pride collection was offered by a store or brand makes no difference in their likelihood to buy from that store or brand (61%), while 13% say it makes a positive impact and 25% say it negatively impacts their purchasing decision.

About the Study

This Ipsos poll was conducted June 2-4, 2023 on behalf of GLAAD, in English, using the KnowledgePanel®. This poll is based on a representative sample of 1,022 U.S. residents, age 18 or older.

The margin of sampling error is plus or minus 3.3 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of error takes into account the design effect, which was 1.18 for all adults. In our reporting of the findings, percentage points are rounded off to the nearest whole number. As a result, percentages in a given table column may total slightly higher or lower than 100%. In questions that permit multiple responses, columns may total substantially more than 100%, depending on the number of different responses offered by each respondent.

The survey was conducted using KnowledgePanel®, the largest and most well-established online probability-based panel that is representative of the adult U.S. population. Our recruitment process employs a scientifically developed addressed-based sampling methodology using the latest Delivery Sequence File of the USPS – a database with full coverage of all delivery points in the U.S. Households invited to join the panel are randomly selected from all available households in the U.S. Persons in the sampled households are invited to join and participate in the panel. Those selected who do not already have internet access are provided a tablet and internet connection at no cost to the panel member. Those who join the panel and who are selected to participate in a survey are sent a unique password-protected log-in used to complete surveys online. As a result of our recruitment and sampling methodologies, samples from KnowledgePanel® cover all households regardless of their phone or internet status and findings can be reported with a margin of sampling error and projected to the general population.

The data for the total sample were weighted to adjust for gender by age, race/ethnicity, education, Census region, metropolitan status, and household income, and political party identification. The demographic benchmarks came from the 2022 Current Population Survey (CPS) and the political party identification benchmark came from high quality probability polls.

For more information on this news release, please contact:

Chris Jackson
Senior Vice President, US
Public Affairs
[email protected]

Annaleise Lohr
Director, US
Public Affairs
[email protected]

About Ipsos

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