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June 15, 2021
6/15/2021

Snapchatters Are Proud To Celebrate Inclusion and Self-Expression

Snapchatters say they do their research to see if brands take action and support social issues.
Pride Month is a particularly special time to celebrate the LGBTQIA+ community and the freedom to be yourself — and recognize the activists and cultural icons who have made an impact. We surveyed Snapchatters in the United States, Canada, United Kingdom, Germany, France, Norway, Netherlands, Sweden, and Australia to learn more about how they celebrate inclusion and how they would like to see brands authentically express support. Celebrating diversity and the right of all people to express themselves as they are extends beyond a single month. As an inclusive group, Snapchatters want brands to commit to taking action and making positive change.
Inclusion and self-expression are at the heart of Pride
For many Snapchatters, Pride is an opportunity to celebrate inclusion and self-expression. 3 out of 4 Snapchatters use the word “inclusive” to describe themselves and their friends, and 9 out of 10 use the word “kind.”1  
Snapchatters aren’t just supportive of others — they also value self-acceptance. Snapchatters embrace all aspects of who they are, like the causes they care about, the music they love, and the content they create and share online.2 8 in 10 say ‘It’s important for me to be true to myself,’3 and Pride Month is a time to celebrate their freedom to do so.  
Snapchatters are proud to show their support and freely express themselves on Snapchat. Over half of Snapchatters plan to use the app to celebrate Pride and inclusion. The most popular way to show pride on Snapchat is through Pride Lenses and Filters, followed by connecting with close friends and family, and watching Pride-themed content.4 
This year’s Pride Lenses are designed to celebrate the spectrum of queer identity and the beauty in breaking the binary.  
Snapchatters want to see meaningful engagement 
“Inclusive” isn’t just a word Snapchatters use to describe themselves and their friends. It’s a word they want brands to use and embody. Nearly half of Snapchatters agree that all brands should reflect representation and inclusion.5 
While Snapchatters want to see brands support diversity and inclusion, it’s important to them that these initiatives are meaningful and authentic. Over half of Snapchatters do research to tell if a brand cares about inclusion. In addition to checking to see if a brand has diverse and inclusive content, nearly 1 in 3 Snapchatters will read a brand’s mission statement and values. Likewise, many Snapchatters will look at the brand’s leadership to ensure the brand’s values are represented at an organizational level.6 
Snapchatters show strong interest in truly inclusive brands. 64% of Snapchatters around the world said they’re interested in supporting brands that celebrate inclusion and diversity.7 In addition, 35% said they are more likely to purchase products and services from brands they consider inclusive.8
It’s time for brands to commit 
When it comes to influencing change, Snapchatters believe brands have a big role to play. More than a quarter of Snapchatters said they would take action on a social issue, including doing further research, making a donation, or participating in an event if prompted by a brand.9 
Diversity and inclusion matter to Snapchatters, and they want to see brands proudly support these values in meaningful ways — and not just during Pride Month. Rather than just celebrating the moment, Snapchatters want to see brands commit to consistent action that helps pave the way for change. 

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12021 Global Cassandra Study commissioned by Snap Inc. Base: Total N=27,006 respondents | Q: How much do you agree or disagree that the below statements apply to you and your friends?
22021 Global Cassandra Study commissioned by Snap Inc. Base: Total N=27,006 respondents | Q: Which of the following are important parts of how you express your personality? Please select all that apply.
32021 Global Cassandra Study commissioned by Snap Inc. Base: Total N=27,006 respondents | Q: How much do you agree or disagree with each of the statements below? Please select one response per row.
4Snap Inc. survey of US, CA, UK, AU, FR, DE, NO, NL, SE Snapchat users May 12 - 22, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How do you plan on using Snapchat to celebrate Pride and inclusion?"; US=995, CA=1601, UK=604, AU=596, FR=610, DE=632, NO=587, NL=634, SE=591
5Snap Inc. survey of US, CA, UK, AU, FR, DE, NO, NL, SE Snapchat users May 12 - 22, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How much do you agree or disagree with the following statement - All brands should show representation and inclusion"; US=888, CA=1441, UK=523, AU=540, FR=496, DE=536, NO=532, NL=507, SE=510
6Snap Inc. survey of US, CA, UK, AU, FR, DE, NO, NL, SE Snapchat users May 12 - 22, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How can you tell if a brand really cares about inclusion?"; US=798, CA=1262, UK=472, AU=484, FR=413, DE=481, NO=468, NL=451, SE=439
7Snap Inc. survey of US, CA, UK, AU, FR, DE, NO, NL, SE Snapchat users May 12 - 22, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Many brands release products and collections celebrating inclusion and diversity. Which of the following are you interested in buying?"; US=805, CA=1283, UK=479, AU=495, FR=425, DE=487, NO=477, NL=457, SE=449
8Snap Inc. survey of US, CA, UK, AU, FR, DE, NO, NL, SE Snapchat users May 12 - 22, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How much do you agree or disagree with the following statement - I am more likely to purchase products and services from brands that I think are inclusive."; US=937, CA=1499, UK=551, AU=557, FR=536, DE=564, NO=548, NL=556, SE=531
9Snap Inc. survey of US, CA, UK, AU, FR, DE, NO, NL, SE Snapchat users May 12 - 22, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "If prompted by a brand, will you take action on a social issue (e.g., do further research, make a donation, participate in an event)?"; US=867, CA=1415, UK=513, AU=530, FR=476, DE=520, NO=513, NL=492, SE=497
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