The new Ipsos survey across 26 countries finds gender, generational and geographical divides on everything from same-sex marriage to brands supporting the community

Understanding attitudes to diversity and the role of organisations and brands has never been more important. Our report shows that more Irish adults celebrate and are an ally of the LGBT Community. Ireland has more awareness of discrimination than global findings as 33% of Irish Adults say they have spoken out against someone who was being prejudiced against LGBT people, highest for Gen Z women at 50%.

About this study

These are the results of a 26-country survey conducted by Ipsos on its Global Advisor online platform between Friday, February 23 and Friday, March 8, 2024. For this survey, Ipsos interviewed a total of 18,515 adults aged 18-74 in Canada, Republic of Ireland, South Africa, Türkiye, and the United States, 20-74 in Thailand, 21-74 in Singapore, and 16-74 in all other countries. 

*The “26-country average” reflects the average result for all the countries and markets where the survey was conducted. It has not been adjusted to the population size of each country or market and is not intended to suggest a total result. 

**Generation Z (born between 1996-2012), Millennials (born between 1980-1995), Generation X (born between 1966-1979) and Baby Boomers (born between 1945-1965). 

*** Change for 23-country average is based on the countries which were in both the 2024 and 2021 polls.

For more information about this study please contact Deirdre Kelly, Associate Director, Ipsos B&A: