LGBTQ+ Inclusivity in Advertising and Brand Loyalty: A Cross-Cultural Study of Gen Z Consumers

Article Sidebar

Main Article Content

Pallavi Agarwal
Asst. Professor, School of Management, Shreyarth University, Ahmedabad, Gujarat, India
Published: Jul 5, 2025

Abstract: This paper explores the influence of LGBTQ+ (Lesbian, Gay, Bisexual, Transgender, Queer/Questioning, and others) representation in advertising on brand loyalty among Generation Z (Gen Z) consumers across various cultural contexts. Using a secondary research methodology, the study synthesizes insights from academic literature, marketing reports, and brand case studies to examine how inclusivity in brand messaging impacts Gen Z’s purchasing behavior and brand affiliation. Findings highlight that authentic representation fosters emotional engagement and long-term brand loyalty, while performative allyship often leads to backlash and reputational damage. The research also emphasizes the role of cultural sensitivity in shaping consumer perceptions, particularly in regions where LGBTQ+ topics remain contentious. Ultimately, this paper argues that inclusive branding, when implemented with sincerity and consistency, is not only ethically significant but also a strategic imperative for businesses seeking sustained relationships with Gen Z consumers worldwide.
LGBTQ+ Inclusivity in Advertising and Brand Loyalty: A Cross-Cultural Study of Gen Z Consumers. (2025). International Journal of Latest Technology in Engineering Management & Applied Science, 14(6), 178-180. https://doi.org/10.51583/IJLTEMAS.2025.140600023

Downloads

References

Edelman. (2022). 2022 Edelman Trust Barometer. https://www.edelman.com/trust/2022-trust-barometer.

Francis, T., & Hoefel, F. (2018). True Gen: Generation Z and its implications for companies. McKinsey & Company.

Fromm, J., & Read, A. (2018). Marketing to Gen Z: The rules for reaching this vast—and very different—generation of influencers. AMACOM.

GLAAD. (2021). Accelerating Acceptance Report. https://www.glaad.org/publications

Gudelunas, D. (2011). Consumer myths and the gay market. Journal of Homosexuality, 58(6–7), 948–963. https://doi.org/10.1080/00918369.2011.581932

Han, X., & Zhang, Y. (2022). Authenticity in LGBTQ+ marketing: Perceptions and reactions. Journal of Consumer Ethics, 7(1), 22–36.

Kates, S. M. (2019). Selling gender diversity. Marketing Theory, 19(1), 45–62. https://doi.org/10.1177/1470593118772212

Mitra, A. (2020). Pride and prejudice: Queer marketing in urban India. Asian Journal of Media Studies, 14(2), 78–94.

Oakenfull, G. K., & Greenlee, T. B. (2005). Queer eye for a gay guy: Using market segmentation and the gay consumer. Psychology & Marketing, 22(9), 695–713. https://doi.org/10.1002/mar.20076

Schroeder, J. E. (2021). Branding and social justice. Journal of Macromarketing, 41(1), 38–52. https://doi.org/10.1177/0276146720975387

Sender, K. (2004). Business, not politics: The making of the gay market. Columbia University Press.

Tsai, W. S. (2011). LGBTQ representation in multinational advertising: Global strategies and local reactions. International Journal of Advertising, 30(2), 283–307. https://doi.org/10.2501/IJA-30-2-283-307

Venkatesh, A., & Meamber, L. A. (2006). Arts and aesthetics: Marketing and cultural production. Marketing Theory, 6(1), 11–39. https://doi.org/10.1177/1470593106061261

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

All articles published in our journal are licensed under CC-BY 4.0, which permits authors to retain copyright of their work. This license allows for unrestricted use, sharing, and reproduction of the articles, provided that proper credit is given to the original authors and the source.

Article Details

How to Cite

LGBTQ+ Inclusivity in Advertising and Brand Loyalty: A Cross-Cultural Study of Gen Z Consumers. (2025). International Journal of Latest Technology in Engineering Management & Applied Science, 14(6), 178-180. https://doi.org/10.51583/IJLTEMAS.2025.140600023