Pride
The Ipsos Pride Survey 2026 across 26 countries finds that 66% now support same-sex marriage/legal recognition (-3ppts over 2025), with those in Netherlands and Spain (85%) most supportive and people in Türkiye (32%) least in favour.
Key findings
- While there is general support for companies and brands promoting LGBT rights, it is not as widespread as it was five years ago. On average across 23 markets*, 42% of people support companies and brands actively promoting equality for LGBT people – that’s in line with the 41% recorded last year, but marks a notable dip from 49% in 2021, reflecting changing consumer expectations across a range of countries.
- We see widespread agreement that transgender individuals face discrimination, but divergence on policy-related matters such as access to single-sex facilities and participation in sports, highlighting ongoing societal debates. Support for trans athletes competing based on their gender identity has dropped from 32% in 2021 to 22% in 2026 across 23 countries*, with opposition the dominant view in almost all countries, including historically supportive ones.
- Levels of support for increased LGBT representation in TV, films and advertising range from 59% in Thailand to 14% in South Korea, highlighting persistent cultural hesitations toward inclusivity in mainstream media. The 23-country average* reflects this lack of consensus: 30% of people are in support of more LGBT representation in media, while 29% oppose this.
- Same-sex marriage – a cornerstone of acceptance – continues to have strong global support, though levels vary significantly by country. European countries such as the Netherlands (80%), Spain (74%) and Sweden (73%) display robust support. In contrast, countries showing lower support include Poland (33%) and Türkiye (16%), indicating regional variations in societal norms and legal standpoints.