Ipsos Report: Public Support for LGBT+ Brand Campaigns Declines
A new 26-country Ipsos survey reveals a decrease in public backing for brands promoting LGBT+ rights, while support for anti-discrimination measures remains high.
A global survey conducted by Ipsos across 26 countries in 2025 indicates a shift in public opinion regarding LGBT+ issues and corporate advocacy.
The research highlights a notable decline in support for companies actively promoting LGBT+ equality. The proportion of respondents favoring such campaigns has fallen to 41% in 2025, down from 49% in 2021. Concurrently, opposition to these initiatives has risen to 23%.
Despite the reduced enthusiasm for brand activism, a strong majority continues to support legal protections against discrimination for LGBT+ individuals. Approximately 71% of respondents, on average, believe that laws should protect LGBT+ people in employment, housing, and access to services.
The report also notes a slight softening in support for same-sex marriage and adoption rights, alongside a decrease in acceptance of transgender athletes competing based on their identified gender. Key demographic divides persist, with younger women generally showing more progressive attitudes towards LGBT+ rights and visibility compared to older men.