LGBTQ+ Survey 2023 [5]What initiatives do LGBTQ+ individuals truly want from companies?
Dentsu Inc. conducted its fifth annual "LGBTQ+ Survey 2023" last year. This series analyzes the survey results from various perspectives (see the previous article here ).
Recently, companies have been declaring LGBTQ+ support, launching products featuring rainbow designs expressing LGBTQ+ pride, and various initiatives are underway across industries.
Therefore, this survey aimed to clarify what initiatives and services LGBTQ+ individuals themselves actually want from companies. This article will explore what each industry should focus on moving forward and what changes LGBTQ+ individuals seek from media, workplaces, and schools, based on the survey results.
Over 80% of both LGBTQ+ individuals and non-LGBTQ+ individuals avoid stores with staff who make discriminatory remarks
When asked about "products/services they would like to use," LGBTQ+ individuals cited: "Stores where staff have undergone LGBTQ+ training and are mindful of language and service provision" (69.5%) "Products/services from stores or companies that publicly support LGBTQ+" (65.2%) "Products/services from companies that support the legalization of same-sex marriage (marriage equality)" (64.7%) and "products/services from companies supporting same-sex marriage (marriage equality)" (64.7%).
Conversely, the top "products/services people would not want to use" were "stores where staff make discriminatory remarks or actions toward LGBTQ+ individuals" (80.8% overall). This was 81.4% among LGBTQ+ individuals and 80.8% among non-LGBTQ+ individuals, showing avoidance even among non-LGBTQ+ people.
Next were "products, brands, or services that run advertisements discriminating against or excluding LGBTQ+ individuals" (69.2% overall) and "products or services from companies that claim to support LGBTQ+ but lack substantive initiatives" (67.1% overall).
Scores were notably high for items related to service delivery, such as staff language and attitude. This suggests that as a first step in corporate initiatives, it is crucial for each employee to gain knowledge, such as through LGBTQ+ training.
Demand for insurance and housing services accessible to same-sex partners/couples
What initiatives are desired from the financial industry and housing/real estate sectors?
Regarding "desired actions from the financial industry," the highest response was "Allow same-sex partners to be designated as beneficiaries on life insurance policies" (31.7%), followed by "Enable same-sex partners to jointly apply for mortgages (such as joint loans or income-combined loans)" (27.7%).
Regarding housing and real estate, the highest demand was for "smoother rental contracts for same-sex couples" (36.6%), followed by "allowing same-sex partners to serve as guarantors for rental agreements" (33.4%). This indicates a need for rental contract systems that explicitly accommodate same-sex couples.
In reality, discrimination exists where LGBTQ+ individuals are refused housing by management companies or owners based on their identity. There are also cases where same-sex couples experience unpleasant situations at real estate agency counters due to prejudice or inquiries about their relationship status.
Some real estate companies are addressing these issues through various initiatives, such as disseminating information about housing challenges faced by LGBTQ+ individuals, implementing search functions for LGBTQ+-friendly housing, and holding individual consultation sessions specifically for same-sex couples.
Service and customer interactions that avoid making assumptions based on staff perspectives
Furthermore, regarding "expectations for the tourism industry (hotels, leisure, etc.) and the food service industry (restaurants, etc.)": "We want service that doesn't judge based on perceived gender" (29.4%).
The survey results revealed issues with making assumptions based solely on appearance and providing service accordingly, as well as same-sex partners being denied services. Moving forward, it is necessary to adopt service practices that assume diversity and review rules such as making couple discounts available regardless of whether the couple is same-sex or opposite-sex.
Awareness of media's influence is essential
Regarding "What is desired of media organizations and companies," the highest response was "Stop using expressions that make jokes about gender identity or sexual orientation, such as 'homo jokes'" (36.9%), followed by "Stop reporting on celebrities' private lives based on outdated gender or family views" (29.6%), and "Refrain from casting performers who repeatedly make discriminatory remarks about LGBTQ+ individuals" (29.4%). It is crucial for media to be mindful of their influence and ensure their reporting does not inadvertently spread harmful or discriminatory views toward affected individuals.
Workplaces where gender identity and sexual orientation are not criteria for hiring or job assignments
Regarding "desired workplace conditions," high scores were seen for "I want to be evaluated fairly regardless of gender identity or sexual orientation" (35.2%) and "I want hiring and job assignments to be conducted regardless of gender identity or sexual orientation" (30.0%). This indicates a demand that gender identity and sexual orientation—which should inherently be irrelevant to evaluation or assignment—not be used as criteria.
Regarding attire, the statement "If uniforms exist, they should be gender-neutral or allow selection regardless of gender" (24.2%) received high scores. Indeed, some companies with uniforms are implementing various initiatives, such as allowing employees to choose combinations of items that reflect their authentic selves or unifying previously gender-segregated hairstyle manuals.
Given that approximately 70% of respondents stated they "would not want to work for a company that claims to support LGBTQ+ individuals but does not implement substantive measures," it is crucial to maintain a perspective focused on what the community genuinely needs and to take action accordingly. Furthermore, it is likely that support is needed to ensure every individual working at the company possesses accurate knowledge about LGBTQ+ issues.
[Survey Overview]
"Dentsu Inc. LGBTQ+ Survey 2023" Overview
Survey Sponsor: dJ Sustainability Promotion Office
Survey Cooperation: Dentsu Inc. Diversity Lab
<Screening Survey>
Survey Participants: 57,500 individuals aged 20–59
Survey Area: Nationwide
Survey Period: June 14–19, 2023
Survey Method: Internet survey
＜Main Survey＞
Survey Participants: 6,240 individuals aged 20–59 (600 LGBTQ+ individuals / 5,640 non-LGBTQ+ individuals)
Survey Area: Nationwide
Survey Period: June 14–19, 2023
Survey Method: Online survey
*Weighting was applied by prefecture, gender, and age group (20s-30s / 40s-50s) to align the proportion of LGBTQ+ individuals with the population composition.
*No weighting was applied to data regarding parents of LGBTQ+ individuals due to the small number of responses.
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Author
Ayaka Kaido
Dentsu Inc.
As a Solution Planner, I work in marketing, corporate consulting, product development, and training development. At cococolor, operated by Dentsu Diversity Lab, I lead the Children's Project, writing articles and developing solutions. Other responsibilities include conducting LGBTQ+ surveys, developing the Unconscious Bias training program "Ambush Dialogue," and creating "GAP MIKKE" focused on developmental disorders. My hobbies include playing with my beloved dog and researching dog-related social media.
