Census data has found that young people in the UK are more likely to identify as members of the LGBTQ+ community than older generations. However, some Zers remain attached to gender binaries, suggesting that attitudes towards sexuality and gender identity aren’t unilateral among this cohort.

Bucking generational trends, research has found that Gen Yers' liberal inclinations are not just a phase – they’re staying left-leaning as they age. Unprecedented housing and living costs, financial crises, and years of identity politics have alienated young voters from modern conservatism.

NYX Professional Makeup’s PROUDLY PRO-YOU campaign is an extension of its staunch commitment to diverse representation and inclusivity within the world of beauty. How are the brand’s direct and practical actions reflective of new consumer expectations around allyship and authenticity?

Every Pride month, social media feeds explode with branded Pride campaigns and rainbows suddenly adorn the products on our shelves. But which campaigns are actually resonating with audiences? And how can brands ensure that their support for LGBTQ+ communities makes a difference?