How the timing of LGBT+ brand activism affects consumer responses: Better early than late?

Many brands delay expressing support for the LGBT+ community because of potential backlash. Across seven studies, including a 12-year real-world data analysis (based partly on the World Advertising Research Center database), a choice study, and experiments, we show that ad campaigns supporting LGBT+ causes when launched early (vs. late) lead to favorable consumer responses. The findings suggest that early LGBT+ activism timing has this effect because consumers perceive these brands’ actions as more effortful. In addition, this effect is stronger for brands with greater financial resources. We provide guidelines for advertising practitioners aspiring to support the LGBT+ community.