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A new study from GLAAD found marketers are more worried about public outcry over including LGBTQ members in their campaigns than the outrage for lack of inclusion. GLAAD spoke to 200 brand and agency leaders with over $15 million in advertising budgets about their opinions on including LGBTQ members in advertising for its annual Visibility in Perceptions report, which was published on Wednesday. The LGBTQ community accounts for $1.4 trillion of U.S. spending power, per Merrill.

“The fear of facing backlash due to inclusion is consistent,” said Megan Bartley, GLAAD Media Institute senior director of agencies, brands, and engagement. “There’s a greater likelihood that brands think they’re going to get it wrong and face backlash for getting it wrong rather than just not doing anything at all. It feels safer for them to not engage.” Concerns over public outcry were partially because of “a small, but loud” minority of anti-LGBTQ customers, said GLAAD VP of research and reports Tristan Marra. The majority of respondents were more apprehensive about representing the LGBTQ community in the wrong way. There was a 55% increase in people saying they didn’t know how to execute an appropriate ad.However, brands who faced backlash in the past were 1.7 times more likely to say featuring the LGBTQ community in ads was important. They were also 1.6 times more likely to increase their budgets targeted towards LGBTQ consumers.“They’re taking a more measured look at how they show up throughout the year, not just in specific moments or times, but how they can authentically connect with our community year-round,” Marra added.

Nine out of 10 respondents found it important to include the LGBTQ community in their campaigns. There was also an 80% increase in the number of companies saying LGBTQ customers were very important to their business.

More than half of consumers believe businesses are not doing enough to represent LGBTQ people in their ads, GLAAD added. The Visibility in Perceptions study also found the importance of transgender and bisexual representation among industry leaders increased by 71% and 69% compared to 2021, respectively. The importance of nonbinary representation rose 34% compared to three years ago.“Corporations have the opportunity to do this work much more effectively, regardless of who’s in office or the political landscape and what the anti-LGBTQ agenda is,” said Marra. “At the end of the day, they’re responsible to their shareholders. They’re responsible for their bottom line, and consumers continue to exist as allies to LGBTQ people, regardless of who’s in office today.”

This article originally appeared on Campaign US.