LGBTQIA+ people in Brazil still underrepresented in advertisements

RIO DE JANEIRO, BRAZIL – June 28 is world LGBTQIA+ pride day. The date was selected after the June 1969 riots at the Stonewall bar in New York City.

Amidst this Monday’s celebration, Elife and SA365 agency released a study on the representation of sexual diversity in social media advertising.

Data were analyzed from 1902 Instagram and Facebook posts with 50 brands made by the top 20 Brazilian advertisers between January and December 2020.

According to the study, LGBTQIA+ representation decreased by 1 percentage point in 2020 when compared to 2019 in communication from the top advertisers.

Overall, advertisements have two seasons, the first is June, known as pride month, with about 13 posts. Second is December, with Christmas advertisements averaging up to 10 posts.

In the other times of the year, the study reported few advertisements giving some visibility to the gay community, March was the worst month as it registered no posts.

According to the Brazilian Association of Lesbians, Gays, Bisexuals, Transvestites and Transsexuals (ABGLT) the LGBTQIA+ community represents 10% of the Brazilian population.

However, the only sector with this representation was retail, with an 11% presence of sexual diversity in advertisements, according to the study by Elife and SA365 agency.

“Non-alcoholic beverages also stood out with 5% representation, the second category with the highest LGBTQIA+ presence,” the survey said.

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