New report highlights transgender inclusivity in advertising

The study was released at an event coinciding with International Transgender Day of Visibility. Co-author Mark Truss, global director of brand intelligence at J. Walter Thompson, said it was important for brands to balance inclusivity with empathy.

Looking at approximately 15 ads that have featured transgender people, Truss said, “three-quarters of them were stories … that took people through the transition journey and tried to explain what that life is about. I think that’s for multiple reasons: to try to explain, but also because it doesn’t feel exploitative, it feels like they’re genuinely introducing these people to you.”

Chris Edwards, a transgender author who transitioned in the 90s while working in advertising, also spoke at the event. He agreed that brands needed to tread this line carefully: “You can do it with your message and being consistent in how you act, and how you treat your client base,” he said.

Click here to download the full study free of charge.