75% of Britons say brands are engaging with Pride month more for the PR than out of sincerity

Matthew SmithHead of Data Journalism
June 21, 2023, 4:21 PM GMT+0

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.

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