How market research moved LGBTI discussions away from the anecdotal to the actual, facilitating actions based on credible evidence.
By RIWI, a global market intelligence company for the International Lesbian, Gay, Bisexual, Trans and Intersex Association ILGA
Legitimizing tools for advocacy
For the first time in history, internet technology development allows the gathering of data on attitudes towards LGBTI people and issues in every country and territory in the world including a selection of countries that are most hostile from religious tradition and that criminalise same-sex sexual activity with jail or death. This data is vital in legitimizing tools for advocacy, planning and funding of sexual orientation and gender identity movements, they move LGBTI discussions away from the anecdotal to the actual, facilitating actions based on credible evidence.
Quantitative methodology and surveys
The first-ever global study of its kind was conducted on how diverse populations around the world feel about LGBTI people. The project surveyed over 96,000 respondents across 65 countries who gave their opinions on Homophobia and Transphobia.
Insights for future advocacy activities
34% of respondents say that their opinion on LGBTI people has become more favourable in the last 5 years. 67% of respondents think that human rights should be applied to everyone, regardless of sexual orientation. 43% of respondents from the African continent believe that being a sexual minority, transgender or intersex person should be illegal.
68% of respondents answered that they would be very or somewhat upset if their child said they were in love with someone of same gender.
36% of respondents in Asia, 34% in Latin America, and 21% in the Middle East, North Africa and Eastern Europe support marriage equality.
41% of respondents from the Middle East and North Africa agree that companies should be allowed to fire LGBTI employees on the grounds of their sexuality or gender expression.
While the findings demonstrate that attitudes towards the LGBTI community are slowly becoming more favourable, the study also reveals that acceptance and equal rights are far from a reality in numerous countries around the world. In this way, RIWI’s data from this study informed global attitudinal baselines that the whole LGBTI activist and development community can reference in their work.