Understanding allyship: How Kantar uses Insight to advocate for LGBTQIA + inclusion

We’re proud to be an organisation that walks the walk on allyship. From our Pride@Kantar Employee Resource Group (ERG), to using our market research and insights skills to shine a light on what matters to those in the LGBTQIA+ community, we know that allyship is important on both a personal and professional level.

Pride@Kantar started as a grassroots movement in 2018; today, it stands as a global ERG, officially recognised and supported by our Executive Committee. Working together, we’re continuing to make Kantar a great place to work for the LGBTQIA+ community, and inspiring colleagues to celebrate their individuality. From our educational “Disruption Talks” series and LGBTQIA+ Allyship eLearning (open to all colleagues), to creating virtual Safe Space gatherings for LGBTQIA+ individuals to share their experiences, the ERG is really bringing the importance of active allyship to the forefront of life at Kantar.

But it’s not just for our colleagues. We also use our professional research skills to inform the wider conversation about how brands can be better allies to the community.

One of the ways we’re most proud of showing our allyship is through our annual collaboration with DIVA Magazine, and the resulting annual DIVA Report. For the past four years, we’ve collaborated to bring together our research excellence along with DIVA’s deep connection to the LGBTQIA+ community to explore the real lived experiences of LGBTQIA+ women and non-binary individuals, creating a powerful tool for understanding and advocating for these communities. It’s a powerful resource, providing crucial insights and actionable recommendations for brands and businesses.

The 2024 report was our biggest yet. Based on responses from 2,101 LGBTQIA+ women and non-binary people in the UK and US - as well as India and South Africa for the first time - it reveals a complex landscape. The stark reality of the experiences faced by the LGBTQIA+ community underscores the need for genuine allyship and active support from broader society. True allyship, as the report emphasises, is about standing with marginalised communities, taking action and being a catalyst for change. However, the current social climate, marked by inherent bias and the fear of cancel culture, often deters even the most empathetic individuals from becoming active allies.