LGBTQ+ Consumer Perceptions of Authenticity and Rainbow-Washing in Advertising Content

This study focuses on patterns in LGBTQ+ representation in advertising content in order to best understand how to represent LGBTQ+ individuals and avoid rainbow-washing. Content analysis of television and digital advertisements featuring LGBTQ+ representation was conducted to understand demographic trends in LGBTQ+ representation. Attention was placed on external and contextual cues illustrating what tools were being used to communicate LGBTQ+ representation and trigger identity salience within consumers. Data suggested variance in identity and race, with most samples incorporating contextual cues, suggesting brands should incorporate more variety in representation for age, as well as mix of contextual and explicit cues.