New research reveals 41% of consumers lose trust when brands retreat from DEI commitments; 39% have already changed purchasing behavior in response to rollbacks
LOS ANGELES, August 5, 2025 – Ad measurement provider DISQO and national LGBTQ+ advertising community Do the WeRQ released a new report, “2025 LGBTQ+ Advertising: Marketing in the Quiet Age of DEI,” exploring the commercial consequences of corporate pullbacks from diversity, equity, and inclusion (DEI) initiatives – focusing on how those shifts impact LGBTQ+ inclusion in marketing. The fifth annual study reveals that while many brands are retreating from LGBTQ+ engagement amid political pressures, consumers continue to demand representation and are responding to rollbacks with their wallets.
The comprehensive research underscores a critical disconnect: as perception of LGBTQ+ visibility in advertising dropped 15 percentage points since 2023, 68% of consumers still want the same or more representation. Meanwhile, brands that maintain their commitments despite backlash see increased loyalty from 43% of consumers.
“Because of what we now know about DEI illiteracy and consumer’s expectations on representation, brand leaders need to maintain DEI commitments while evolving the language representing those initiatives.” said Kaitlyn Barclay, Data Director of Do the WeRQ. “If successful, they can improve comprehension of those policies’ impact and continue to amass brand loyalty in the hearts, and wallets, of consumers.”
Key insights include:
- DEI Misunderstanding Creates Vulnerability: Only 46% of consumers can correctly define the DEI acronym, with 28% unable to identify any component terms. This knowledge gap leaves vital programs vulnerable to mischaracterization and political weaponization.
- Pullbacks Carry Real Commercial Risk: 41% of consumers say their trust in brands declines when organizations roll back DEI commitments. 39% have already changed their purchasing behavior in the past three months due to DEI rollbacks. 24% say they would quietly reduce or stop buying from brands that retreat from DEI—creating “silent attrition.” And only 5% would reward a brand for rolling back DEI initiatives.
- LGBTQ+ Consumers Demand Integrity Beyond Visibility: 61% of LGBTQ+ consumers expect brands to actively affirm their DEI commitments visibly and vocally, while 87% want creative involvement from their communities in advertising—not just inclusive casting.
- Consistency Drives Commercial Upside: Brands that maintain LGBTQ+ inclusion despite backlash see support increase from 43% of all consumers, with even higher numbers among Gen Z (57%), LGBTQ+ people (80%), and high-income earners (50%).
- Beyond Pride: Year-Round Inclusion as Leadership Standard: The study indicates that effective LGBTQ+ inclusion requires more than seasonal campaigns. With LGBTQ+ visibility declining across advertising channels, brands that consistently show up—especially outside Pride month—can build stronger associations with values like acceptance, belonging, and innovation.
Implications for Today’s Brand Leaders
The report provides actionable insights for C-suite executives, communications leaders, marketing executives, and media planners navigating the complex landscape of DEI in 2025. Key recommendations include:
- Building reputation with clarity, not acronyms: Use values-driven and impact-focused language about inclusion commitments rather than misunderstood buzzwords
- Backing values with measurable action: Establish tangible commitments including financial investment and transparent reporting
- Strengthening trusted communication channels: Centralize DEI information on a website, offering strong SEO to control the narrative
Methodology
DISQO surveyed 1,955 US adults (18+) from its identity-based audience April 15-19, 2025. The sample was balanced on age, sex, and income, then weighted to reflect the U.S. population.
About DISQO
DISQO is the CX platform for understanding every customer experience. Businesses trust DISQO to power better decisions for every customer, touchpoint, and outcome. DISQO’s insights, agile testing and advertising measurement products are powered by millions of consumers on the industry’s largest opt-in consumer data platform. DISQO is recognized in Deloitte’s Fast 500 and Ad Age’s Best Places to Work.
About Do the WeRQ
Founded in 2020, Do the WeRQ is a community and platform with a clear and important mission: to increase LGBTQ+ creativity, representation, and share of voice in the marketing and advertising industry. Our members and volunteers work to deliver inspiration, mobilization, and celebration that drive sustainable, visible change. In pursuit of this mission, Do the WeRQ creates and leads a range of initiatives including research and data solutions, insightful programming and networking opportunities — including some of the industry’s most talented and proudly out thought leaders.