Pride 2021: Celebrations & Representation

Consumer Insights on Pride Month

This month is Pride Month, a time when the world celebrates the LGBTQ+ community and the many contributions they have made to society at large.

The ENGINE Insights team conducted a survey to discover how Americans plan to celebrate Pride Month, how the LGBTQ+ community is represented in the media, how brands can show authentic support for Pride Month, and more.

Find out what Americans are thinking via the ENGINE Insights survey findings below:

69 percent of U.S. Adults think the LGBTQ+ community will gain more rights or be closer to achieving equal rights under the Biden/Harris Administration

21 percent of U.S. Adults are planning to celebrate Pride Month, with younger generations most likely to celebrate: 38 percent Gen Z, 32 percent Millennials, 17 percent Gen X, and 9 percent Baby Boomers

Of those planning to celebrate, these are the top ways they are honoring the month, including: 42 percent watching TV programs/movies/documentaries being aired for Pride Month, 36 percent Updating social media profile images, 33 percent Streaming LGBTQ+ content, and 32 percent Displaying a rainbow flag or sticker outside their home

69 percent of Americans agree that LGBTQ+ culture is adequately represented in mainstream media

Which, if any, of these brands do you think show authenticity when supporting Pride Month? 30 percent Netflix, 25 percent Amazon, 23 percent Starbucks, 22 percent Target, 18 percent Apple, 18 percent Hulu, 17 percent Disney, 11 percent Gap, 6 percent Smirnoff

Americans feel that a brand could show authentic support for Pride Month through: 39 percent Supporting additional LGBTQ initiatives throughout the year/not just in June, 30 percent Making donations to LGBTQ associations and causes, 30 percent Taking a public stance on issues, 30 percent Employee policies

33 percent of U.S. Adults believe Netflix is the streaming platform which has the best programming for LGBTQ+ content.

If you would like more information on ENGINE CARAVAN surveys, contact us below:

CARAVAN Survey Methodology

This CARAVAN survey was conducted by ENGINE Insights among a sample of 1,004 adults 18 years of age and older. This online survey was conducted on June 2-4, 2021. Learn more about our Online CARAVAN® omnibus surveys here.