Impact of LGBT Inclusive Branding Practices on Buying Intention amongst Gen Z Consumer

Inclusive branding practices have emerged as a pivotal strategy for marketers aiming to authentically represent and include diverse and marginalized communities in their advertising campaigns (McDonald et al., 2020; Licsandru & Cui, 2018). These practices go beyond mere tokenism or surface-level representation; they aim to foster societal inclusiveness, reduce prejudice, and potentially enhance consumers’ brand attitudes by creating a more inclusive brand image (McDonald et al., 2020; Licsandru & Cui, 2018). The increasing visibility and acceptance of LGBTQ+ individuals in mainstream media have prompted brands to adopt LGBTQ+ inclusive strategies as a means to connect with a broader audience and reflect the diversity of their customer base (McDonald et al., 2020; Bond & Farrell, 2020).