Myths vs. realities of LGBT+ views

In five infographics we uncover interesting insights into how people across 26 countries feel about everything from same-sex marriage to brands supporting the community.

Pride Month can be a study in dark and light.

On the one hand, bright and cheerful events celebrating the community in some cities and towns are now the norm. On the other hand, online trolls spreading outrage about LGBT+ issues are also commonplace these days.

The Ipsos LGBT+ Pride Report 2024 digs below the rainbow surface to look into the nuances of how far the community has come and how far there still is to go.

The report explores how society has evolved in recent decades "though there’s still a lot to be done," says Steven Hornik, a senior research manager with Ipsos in the U.S. and a member of our Global Pride Network. "There’s a reason we have Pride and it’s to help the LGBTQ+ community, those openly out and those still figuring out, find their community and find their safe haven."

As people in several countries celebrate the end of Pride with parties and parades, we look at the realities behind the myths surrounding LGBT+ views right now.

Myth: All Generation Zers* question the old ways of thinking about gender and sexuality and lean liberal on all LGBT+ issues.

Reality: Our recent report finds while Gen Zers are the most likely generation to identify as part of the LGBT+ community there’s a real range of views within this cohort.

Gen Z women are more likely than their male peers to be in favor of several LGBT+ rights and protections. There are wide gaps on some issues, including whether they should be laws banning discrimination against LGBT people when it comes to employment, access to education, housing and social services, with 61% of Gen Z females, on average across 26 countries, supporting this compared to 46% of Gen Z males.

And while it may seem that so-called woke whippersnappers are constantly calling out others online and IRL, the reality is just over one in three (37%) of all Gen Zers say they have ever spoken out against someone who was being prejudiced against LGBT people, with Gen Z women (45%) by far the most likely cohort to say they have done so versus 27% of Gen Z men who say they’ve ever do so.

Myth: A loud majority are very upset about companies supporting the LGBT+ community.

Reality: While social media and tabloid news outlets may make it seem like most people are really up in arms about this, our global polling shows that doesn’t appear to be the case.

In 2024, 21% strongly support companies and brands promoting equality for the LGBT+ community, 24% tend to be supportive, 36% neither support nor oppose companies and brands promoting equality for the LGBT+ community, while 9% say they “tend to oppose” and only 10% say they “strongly oppose” this marketing move.

And in the U.S. where this issue has led to extensive media coverage and some boycotts in recent years, 20% strongly support companies/brands promoting equality for the LGBT+ community, while 13% of Americans say they are strongly opposed.

In general, some companies and brands still need to go beyond, say, changing their logo to rainbow colors during Pride Month, notes Lorna Ferguson, a senior account manager in Canada and member of Ipsos' Global Pride Network.

"From my perspective, as a queer woman, my concern with brands has been a seeming lack of perpetual, meaningful, and genuine support of 2SLGBTQIA+ folks beyond Pride Month (for example)," Ferguson says. "Ultimately, I think 'meaningful' and 'genuine' and 'consistent' are where some brands should place priority in terms of support."

Myth: LGBT+ people no longer face much stigma and judgement when openly living their lives in liberal countries.

Reality: While heterosexual people generally can be open about their sexual identity and hold hands with their loved one in public without worry, the same can’t be said for LGBT+ people even in many so-called progressive countries.

Just over half (51% on average across 26 countries) currently support LGBT people being open about their sexual orientation or gender identity with everyone while 15% oppose this, with people in Türkiye (41%), Singapore (25%), South Korea (25%) and Poland (21%) the most opposed, while those in Thailand (68%) and Spain (68%) are the most supportive.?

And almost one in four (23%) oppose LGBT people displaying affection in public, such as kissing or holding hands, with a majority in only three of 26 countries (Spain, 65%, Sweden, 59% and Ireland, 54%) in favor of this.

Myth: Blue-, pink-and-white striped flags popping up everywhere from city cafés to college campuses in support of the transgender community means the fight for trans rights has pretty much been won.

Reality: A slim majority of the global public supports several trans topics, but there’s still fairly strong opposition.

For instance, 55% support transgender teenagers being allowed to receive gender-affirming care, such as counseling and hormone replacement treatment, with parental consent while 30% oppose this. A similar proportion (51%) support transgender people being allowed to use single-sex facilities, such as public restrooms, that correspond to the gender they identify and 34% oppose this.

Myth: In the 55 years since the Stonewall Uprising in 1969 same-sex couples marrying and having families has become fully legal and accepted by society at large.

Reality: Only since the turn of this century have several countries legalized same-sex marriage and a majority (56% on average across 26 countries) now support allowing same-sex couples to marry legally. Meanwhile, almost two in three (63%) agree same-sex couples should have the same rights to adopt children as heterosexual couples do, while 28% disagree.

But there’s certainly not universal support of same-sex couples having the exact same rights that heterosexual couples enjoy as 16% think same-sex couples should be allowed to obtain some form of legal recognition, but not to marry. And 13% think same-sex couples shouldn’t be allowed to marry or obtain any kind of legal recognition while the remaining 16% say they’re not sure.

Check out the full Ipsos LGBT+ Pride Report 2024 here: Ipsos Pride Survey 2024: Gen Zers most likely to identify as LGBT+ | Ipsos

*Generation Z (born between 1996-2012), Millennials (born between 1980-1995), Generation X (born between 1966-1979) and Baby Boomers (born between 1945-1965).?