We are family: heterosexual, gay and lesbian parents in advertising

Purpose This multi-study project tested the influence of family type (heterosexual, gay and lesbian), priming (sexual orientation or control), intimacy (explicit or implicit) and viewers’ inclusivity perceptions and attitudes on their responses to ads depicting same and different sex couples with their children. The purpose of this study is to better understand responses to nontraditional families and provide guidance to brands pursuing inclusivity while trying to avoid backlash. Design/methodology/approach First, this project used a 3 × 2 × 2 factorial design to establish the influence of family type, priming and intimacy on viewers’ responses to ads showing heterosexual, gay and lesbian families. Then, a second experiment parsed the main and interaction effects of family type and viewers’ brand inclusivity attitudes on their responses to the ads. Findings The first study revealed that the heterosexual ad image elicited the most positive brand attitudes, while ads featuring gay parents elicited lower ad attitudes and weaker purchase intentions than those depicting heterosexual or lesbian parents. Furthermore, these results indicated priming and intimacy only influenced responses to the lesbian ad images. Next, the second study’s results revealed how viewers’ attitudes toward brand inclusivity exerted significant and positive influences on their responses to the gay and lesbian ad images. Research limitations/implications The use of a fictional financial brand may limit the study’s generalizability. Future research could test LGBTQ+ inclusive family portrayals across industries and include a broader range of identities to enhance representation and responses to their intersectionalities. Practical implications The results suggest brands should consider their target customers’ attitudes toward brand inclusivity when depicting nontraditional families, strategically using priming and contextual cues to resonate with inclusive-minded audiences while mitigating backlash from less progressive consumers. Social implications Inclusive advertising can contribute to broader acceptance of diverse family configurations. By authentically portraying gay and lesbian families, brands can foster inclusivity while supporting social responsibility efforts and appealing to customers who value representation. As the visibility of same-sex families in media grows, such advertisements may help shape norms and reduce stigma while supporting a more inclusive and equitable society. Originality/value As one of the first studies to quantitatively analyze responses to ads with nontraditional families, and to the best of the authors’ knowledge, this work provides compelling insights into the influence of social identities, gender norms and brand inclusivity attitudes on consumer attitudes and behavioral intentions. These insights extend the authors’ understanding of how consumers respond to inclusive advertising.