The LGBTQ+ Take on Employee Resource Groups Proves the Model Needs a Makeover

Members of Do the WeRQ – an LGBTQ+ community for adland in the U.S. – know that queer ERGs have been posited as a source of commitment to a massively growing group, redefining culture and business practices.

When the numbers show that LGBTQ+ respondents are among the least likely demographic groups to feel a sense of career satisfaction, growth, safety and belonging in the industry, we have to ask: Where is the disconnect between this established best practice and our diverse community? And how can ERGs improve to better support our diverse community?

The data is drawn from The 2024 Survey on Advertising Industry Professionals, conducted by The Myers Report to highlight critical insights into the availability, participation, and interest in ERGs within adland. These insights shed light on the role ERGs play in supporting diverse employee populations, particularly among Black/African American, Hispanic/Latino, AAPI, and LGBTQ+ respondents. LGBTQ+-centric stats show how our experience at work varies from other demos – indicating a particularly strong interest in forming these groups and participating in them. While 59% of respondents across all surveyed demographics indicate interest in participating in an ERG, the stat is 74% for LGBTQ+ folks.

That sets a needed tone for change, because we need specialized help. LGBTQ+ respondents are the least likely group to feel their company has a clear, meaningful purpose and makes positive contributions to society and culture. On an individual level, we are the least likely demographic group to feel our work is purposeful and meaningful. At the same time, LGBTQ+ respondents are among the least likely demographic groups to indicate feeling empowered and safe to take risks or included in company decision-making. Could there be a connection between lack of voice at work – especially for decision-making and risk-taking – and lower rates of job fulfillment for LGBTQ+ advertising and marketing professionals?

What’s clear is that for ERGs to be an effective resource, these groups need more agency to adapt the model for their specific needs and ambitions. Difference of perspective is the name of the game in DEI, and it must start playing out in differentiated ERG structures.

The Report reveals concerning variance in the LGBTQ+ experience at work and hints at solutions that will increase fulfillment and sense of safety within the workplace and industry more broadly. So let’s consider the dynamics and focus areas with the best potential to drive positive change.

TRANSPARENT POLICY

Only 53% of LGBTQ+ respondents report feeling the ad industry is committed to transparent, ethical business practices, compared to 68% of all respondents. Yet, we’re among the least likely respondent groups to bring up problems to those we report to and feel heard by them (90% all vs 87% of LGBTQ+.) Clearly, there’s a need for transparency across the board.

This points to a need for company leaders to recommit and innovate. Amid a year of relative silence in terms of DEI discussions and brand campaigns focused on LGBTQ+ people, this is the perfect time to include your teams in strategic decision-making. Do you have stated goals for what you hope to achieve? Are they attainable? Have they been vetted by or developed with the communities they impact? You can actually take a two-step approach to meaningful transparency; as you plan for 2025, determine and share the means by which goals and policy are decided, and invite people to engage in them. Then by the year’s end, share the new goals that were decided and evolved in concert with a more involved, included team.

ACTIVE LISTENING

Alarmingly, LGBTQ+ respondents are the least likely demographic group to feel emotional safety in interaction with others in the company. (87% of all feel emotional safety, versus 80% of LGBTQ+).

Company leaders must create a space for LGBTQ+ workers to come together among their colleagues to discuss challenges they experience in the workplace related to their gender/sexuality – and their ideas for solutions. These spaces should be led by LGBTQ+ folks within company leadership, staff, or (if needed) external groups that can facilitate conversation while protecting identities. Company leadership must be active listeners in the discussion with the intention of helping LGBTQ+ professionals navigate specific workplace culture issues that arose from these data.

CONNECTION

LGBTQ+ folks were least likely to feel their company creates opportunities to attend events, conferences, and gatherings to meet and learn from others inside the organization or the industry at large. Lack of socialization and mentorship opportunities -- especially among LGBTQ+ peers -- could have negative impacts on LGBTQ+ professionals, recreating a sense of lack of belonging that also exists outside the workplace.

Do the WeRQ and our Chosen Family partner agency DNA are doing our part with the Project Violet mentorship program, about to launch its second year. But leaders must engage in and sponsor such programs, and invest in opportunities for self-identified LGBTQ+ staff members to be their ambassadors at LGBTQ+ and ad industry events.

We’re committed to research that can lead to transformative, positive change. In fact, we’re about to announce the results of our  “State of the LGBTQ+ ERG'' study: the first-ever look at the in-depth characteristics of LGBTQ+ ERGs – perhaps in any industry – to better understand their impact. Offered to agencies across the US, the study was fielded in partnership with the 4A’s (American Association of Advertising Agencies) and the 4A’s Foundation; we hope to better understand how to support these change-making groups and their LGBTQ+ members effectively.

Change only happens when leaders go all-in with curiosity and collaboration and LGBTQ+ professionals boldly use our voices to foster meaningful change. If you’ve got the position and power to make change, sit down now with members of the community in a real discussion of the tangible changes that will elevate ERGS – so that they can safely live up to their promise and potential in the ever more diverse future ahead.

Note: This piece is dual-authored by Brandon Lim, Communications Specialist, SEIU Local 2015 /Strategy Manager, Do the WeRQ + Graham Nolan, Co-Chair, Storytelling and Partnerships, Do the WeRQ

Photo credit: Stocksy

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