The largest cluster is the "Knowledgeable Bystanders" ~ Cluster Analysis of Straight Individuals Regarding LGBTQ+

Dentsu Inc. Diversity Lab, which researches the field of Diversity & Inclusion (an approach that respects each person's diverse individuality and aims for the social participation of all), conducted the large-scale "LGBTQ+ Survey 2020 " in December 2020, focusing on sexual minorities, including LGBTQ+.

This survey aimed to understand the attitudes of the straight population (defined as heterosexual individuals whose assigned sex at birth aligns with their gender identity) toward LGBTQ+ individuals. As a first step toward developing effective awareness-raising approaches to promote understanding, we conducted a cluster analysis of the straight population. This article presents the results of that cluster analysis.

The analysis method involved presenting 5,685 straight individuals aged 20 to 59 with dozens of questions about their awareness and knowledge of LGBTQ+ issues. Responses were analyzed based on five factors: awareness of issues, awareness of consideration, physiological disgust, concern about social impact, and knowledge. Participants were grouped into six distinct clusters.

・Awareness of Issues: Belief that issues surrounding LGBTQ+ individuals, such as "Discrimination against LGBTQ+ people should be improved," should be addressed.

・Consideration: Whether individuals take actions like changing the subject or intervening when witnessing discriminatory remarks or behavior.

・Physiological Disgust: A factor indicating the presence of sexual aversion, such as "I feel a physiological aversion to homosexuality or transgender people."

・Concerns about social impact: Factors reflecting worries or misconceptions like "an increase in LGBTQ+ people will lead to Japan's declining birthrate" or "it has a negative influence on children."

・Knowledge: Knowledge related to LGBTQ+

Announcing 6 Clusters! The largest is the "Knowledgeable Bystander Group"

Here are the results divided into six clusters. The larger the area of color, the higher the proportion.

・Active Supporters (29.4%): Highly aware of the issues and actively supportive. Deepened understanding through personal connections with individuals or overseas content.

・Naturally Friendly Group (9.2%): Low knowledge scores but relatively high awareness of issues and consideration, naturally open-minded.

・Informed Bystanders (34.1%): Possess knowledge but lack personal connection to the issue, such as having no immediate affected individuals in their lives. They tend to favor the status quo.

・Misconception-Driven Group (16.2%): Appear critical due to widespread misunderstandings (e.g., concerns about negative societal impacts like declining birth rates), but fundamentally possess human rights awareness.

・Avoidance Group (5.4%): They do not actively criticize, but they lack consideration and avoid involvement. They have some knowledge but do not perceive it as an issue.

・Critical Anti-Layer (5.7%): Exhibits significantly high levels of physiological aversion and concern about societal impacts. Also shows little interest in other social issues like racial discrimination or environmental problems.

While Japan has traditionally been seen as having few overt critics but many apathetic people, this cluster analysis confirms a similar pattern. Now, let's examine the characteristics of each group.

Characterized by strong awareness, knowledge, and a deep understanding of the issues. As we'll see later, this group often includes individuals with close personal connections to those affected, or those whose perspectives shifted after encountering international content – significant catalysts for their understanding.

Women make up a high 69.1% of this group, and it has a higher proportion of younger people. They tend to score very high on issues like: "People of diverse sexualities must have their basic human rights respected and be treated equally" and "Discrimination against those directly affected still exists and must be improved."

Furthermore, this group is highly conscious of human rights issues like Black Lives Matter and gender issues. Compared to the overall population, they place greater importance on personal connections.

② Naturally Friendly Group (9.2%) "All humanity is family! Respecting individuality is important"

While their knowledge scores are low, their awareness of issues and consideration for others is high. This group also has a high female ratio at 69.1%, with a higher proportion of respondents in their 20s and 40s.

A characteristic feature is that many lack accurate knowledge. For example, when asked about knowledge regarding whether "same-sex couples can now marry in Japan," many confuse this with partnership systems and answer "they can now marry," indicating a tendency toward incorrect understanding.

However, a relatively large number of people in this group demonstrate consideration, such as "changing the subject or pointing it out when someone makes discriminatory remarks or actions" and "actively gathering information and listening carefully to the voices of those involved to ensure proper understanding." They also exhibit a high level of awareness of the issues.

Regarding interpersonal connections, responses such as "I don't mind spending time or money to maintain relationships" and "I actively want to build new relationships" were significantly higher than average, indicating this group is proactive in forming new connections.

 

③ Knowledgeable Bystanders (34.1%) "I've heard about it, but it doesn't affect me personally, so things are fine as they are"

This group had the highest response rate in this survey. While their knowledge score is high, their awareness of issues and consideration for others is not. As will be discussed later, a higher-than-average number of respondents in this group answered "I don't know anyone personally affected," indicating they lack opportunities to feel a sense of urgency and thus view the topic as someone else's problem.

Overall, there is a slight tendency toward less active social engagement, such as a lower proportion wanting to actively expand new relationships. Reaching this group—who somewhat view LGBTQ+ topics as someone else's problem—by conveying the challenges faced by those directly affected and raising awareness could be a step toward realizing an equal society.

④ Misconception-Driven Group (16.2%) "Human rights are important, but might LGBT have a negative impact on Japan?"

This group's characteristic is that, while they tend to appear highly critical at first glance due to concerns and misunderstandings like "could this lead to a declining birthrate?" and worries about societal impact, they fundamentally possess human rights awareness and are capable of basic consideration.

While holding misconceptions like "an increase in LGBTQ+ people will lead to Japan's declining birthrate" or "discussing it too much in public will negatively impact children," their scores on questions like "I try to use the term 'partner' instead of 'boyfriend' or 'girlfriend'" and "I try to be mindful that someone close to me might be part of the community" are above average, showing they possess a sense of consideration.

Furthermore, a notably higher proportion than the general population responded affirmatively to statements like "I believe marrying someone of the opposite sex and having children is the right way to live" and "If possible, I want to get married in the future," indicating a strong belief that "one should marry and have children."

 

⑤ Avoidance Group (5.4%)" Seems like a hassle... I'll stay out of it."

This group has average knowledge but remarkably low awareness of the issues. While they don't actively criticize, they also lack consideration and tend to avoid involvement.

With a high male ratio of 67.1%, a key characteristic is very low scores on questions like "I feel my human rights are protected in society as a whole" and "I feel the prefecture/city/town where I currently live is livable," indicating a strong tendency to feel life is difficult for themselves.

Additionally, their scores on questions related to human relationships, such as "I think connections with people are important" and "I have a community where I can be myself," were also low, indicating a passive attitude toward interpersonal relationships.

 

⑥Critical Anti-Group (5.7%) "I don't understand! I won't accept it!"

Scores for Social Impact Concerns and Physiological Disgust are markedly high. The male ratio is overwhelmingly high at 80.9%, and there is a tendency for more people in their 50s compared to the overall group. Consequently, the ratio of full-time employees in managerial and general positions is slightly higher than the overall average.

This group strongly fears social repercussions and feels a physiological aversion to homosexuality and transgender individuals. Their values show markedly low interest in human rights issues and environmental problems like climate change. Scores for items like "a community outside family or work where I feel I belong" and "a community where I can be myself" were also significantly low, indicating a tendency to be passive in relationships and not belong to communities.

 

What factors create Active Supporters?

Here, we present the results of analyzing what factors create the "Active Supporter Cluster" – a group highly aware of LGBTQ+ issues and actively supportive – by comparing them with other clusters. Three key points emerged from the analysis.

First, comparing responses to the question "Do you have family, friends, or acquaintances who are LGBTQ+?" across clusters revealed that the "Active Supporter Group" had a relatively higher proportion of people with close connections to LGBTQ+ individuals, while the "Critical Anti-Group" and "Knowledgeable Bystander Group" had relatively fewer. Having someone close who is LGBTQ+ tends to make individuals consider the issues more personally and heighten their awareness of the challenges.

Second, the "Active Supporter Group" included many individuals with extensive overseas experience, such as study abroad, living abroad, or having foreign friends, while the "Critical Opponent Group" tended to have less overseas experience. Exposure to people from countries with more progressive views on LGBTQ+ issues may be a factor. We speculate that study abroad or living abroad experiences, where individuals themselves become part of a minority group, heighten the importance of listening to others' voices and increase sensitivity to their perspectives.

Third, when asked about viewing foreign TV shows and movies, the "Active Supporters" frequently engage with international content, while the "Critical Opponents," "Avoidance Group," and "Informed Detached Group" do so relatively less. When asked about the major turning point that significantly changed their views on LGBTQ+, the most common response was the influence of media content like dramas, movies, and documentaries. The impact of overseas content that portrays LGBTQ+ individuals as a normal part of society appears to be particularly significant.

Next, when asked about interest in environmental issues, gender issues like gender equality, and human rights issues such as Black Lives Matter, it became clear that those with a higher awareness of LGBTQ+ issues also tend to have a higher awareness of other social issues.

Finally, we compare each cluster's views on legalizing same-sex marriage. Overall, 82.2% of respondents answered "support it" or "tend to support it." Comparing how each cluster views legalizing same-sex marriage, the "Active Supporters" and "Naturally Friendly" groups showed the highest levels of support. However, it was found that not only these two groups, but all groups except the "Critical Opponents" supported legalization by a majority. Even among those with low awareness or misconceptions, many believed same-sex marriage should be legalized.

To create a society where LGBTQ+ individuals can live more comfortably, changing the mindset of the straight population is crucial. However, opinions within the straight population vary widely. Our cluster analysis of this group revealed distinct perspectives based on background, such as the "Knowledgeable Bystanders" and the "Misinformed and Influenced."

Next time, we will continue examining each cluster and consider effective approaches.

<DENTSU Inc. LGBTQ+ Survey 2020 Overview>
・ Survey Participants: 6,240 individuals aged 20-59 (555 LGBTQ+ individuals / 5,685 straight individuals)
・ Survey Area: Nationwide
・ Survey Period: December 17-18, 2020
・ Survey Method: Online survey

* Weighting was applied by prefecture, gender, and age group (20s-30s / 40s-50s) to reflect the proportion of LGBTQ+ individuals and the overall population distribution.