Fast food brands score worst among LGBTQ+ consumers for representation in ads

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When it comes to representing them positively in advertising, LGBTQ+ respondents surveyed rank quick service and fast-casual restaurants last. So says recent data from LGBTQ+ streaming platform Revry and Nielsen.

Respondents were asked to choose what category among seven did the best job at representing them in advertising, and only 2% chose quick service and fast-casual restaurants. That’s far behind the top three choices: beauty and skincare (29%), retail (27%), and healthcare and pharmaceuticals (24%). Nearest to fast-food brands at the bottom of the list were automotive (4%) and grocery and household brands (6%).

The online survey of 1,000 LGBTQ+ viewers from Revry’s audience was conducted by Nielsen in May.

Bud smite: After Bud Lite faced a conservative backlash over a collaboration with trans influencer Dylan Mulvaney, some retail brands have been decidedly less enthusiastic about their diversity, equity, and inclusion (DE&I) efforts.

Companies like Tractor Supply have retreated from DE&I efforts, even announcing on X in June that it would “stop sponsoring nonbusiness activities like pride festivals.” Target also was, yes, targeted by conservatives for its Pride Month displays in 2023 and subsequently curtailed the displays for the last two years.

But while some brands may be supporting LGBTQ+ less enthusiastically, gay consumers would like them to do just the opposite. Asked how important it was for fast-food brands to “participate in and support LGBTQ+ events and causes,” more than 60% said it was somewhat or very important.

“This emphasizes the need for QSR brands to not only advertise inclusively but also visibly engage with the LGBTQ+ community,” the report stated.