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P&G is tapping GLAAD to help brands and businesses create authentic messages surrounding LGBTQ representation.

May 17 2021

P&G is tapping GLAAD to help brands and businesses create authentic messages surrounding LGBTQ representation. YPulse’s causes and charity research found 83% of Gen Z and Millennials think all brands should do some sort of social good work, and LGBTQ discrimination is a top ten cause they would like to see brands to get involved in. In time for Pride Month, P&G partnered with media advocacy group GLAAD to organize The Visibility Project, and help advertisers create more authentic and inclusive messaging surrounding LGBTQ representation. According to a study conducted for the project’s launch, 81% of executives and 41% of agency leaders believe inauthentic depictions of LGBTQ consumers can do more harm than no representation at all. The project will connect businesses and brands with resources on thought leadership and best practices surrounding LGBTQ representation. P&G and GLAAD recognize the “hesitancy” among brands when it comes to talking about LGBTQ-related topics, and the manufacturing giant has committed to spend $1 million over the next three years to support the project that will not only help advertisers in their consumer-facing marketing, but improve inclusion practices internally for brands as well. (Marketing Dive)