LGB+ Britons are similarly sceptical
As Pride month progresses, companies across the world are cladding themselves in rainbow colours to show their support for the LGBTQ+ community. But how sincere do Britons believe brands are being?
Now the results of a new YouGov survey show that three quarters of Britons (75%) believe that brands engaging with Pride are doing so more because they “are trying to maintain a positive public image for themselves”, rather than because they “have a sincere desire to show support for the LGBTQ+ community”. Just 7% of Britons believe companies are being sincere in their support for the queer community.
The vast majority of LGB+ Britons are likewise sceptical: only 12% think brands are being sincere, compared to 79% who think they are doing it more for the PR.