Major European survey confirms queer publications are main trusted source for LGBTQIA+ people

As part of EuroPride in Belgrade, ELMA – the European LGBTQIA+ Media Association – has presented the headline results of its pan-European survey.

Amplifying the voices of LGBTQIA+ people across Europe the objective of the survey – undertaken by queer media publications working in partnership together – was to obtain insights as to how LGBTQI+ people perceive media and marketing messages that reference queer topics, and also to consider the factors that shape travel and spending choices.

Nearly 3,000 respondents from across Europe responded to the survey.

Key findings of the survey include:

  • LGBTQIA+ media is the most trusted source of information for queer communities in Europe.
  • Almost 80% of respondents are reading queer media sources at least once a week.
  • Younger audiences are less trusting of non-LGBTQIA+ media – particularly on topics to do with queer life.

“Insights such as these survey results are a powerful reminder of the importance of LGBTQIA+ media…” said ELMA president, Giannis Papagiannopoulos. “This is why we’re determined to work together to support queer publications across Europe – particularly in countries where access to queer media is limited.”

The survey was conducted by consultancy firm VO Citizen – specialists in helping brands and public agencies connect with LGBTQIA+ communities.

“It’s not a major surprise but these survey results again highlight the importance of authenticity when engaging with LGBTQIA+ topics…” explained Philippe De Wulf, who led the survey work on behalf of VO Citizen. “Putting a rainbow on your logo during Pride celebrations is a token effort. LGBTQIA+ people expect brands to back up their words with meaningful actions.”

“Moving forward, ELMA will continue to be focused on support queer publications to continue to grow and build their audiences…” added Giannis Papagiannopoulos. “This survey demonstrates that LGBTQIA+ publications continue to have a powerful role to play in the journey towards equality for LGBTQIA+ people in Europe”

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