Consumers' attitudes towards brand activism of the Walt Disney company for LGBTQ+ communities

Due to the obvious further spread of social movement and acceptance of the LGBTQ+ communities, various brands will need to respond and adapt their perspective about the significance of LGBTQ+ communities from internal organizational culture to public marketing communications. Especially with giants like the Walt Disney company trying to build a positive image and stand for LGBTQ+ communities. As a result, it was found that the samples among of the 3 generations had differences in their attitudes towards the Walt Disney company which is resulted from age range and familiarity with the brand. This has led to a slightly different perspective on Disney's stance on brand activism for LGBTQ+ communities, generation X and generation Y's perceptions of the company are more positive, and they admired that Disney took a stand for equality towards LGBTQ+ communities. Mean generation Z held the same attitude towards the Walt Disney company. This is because their view is that it is something every brand should already focus on, it's not a new campaign. The trend in purchasing goods and services among a sample of 3 generations, after realizing that the Walt Disney company is a brand activism of LGBTQ+ communities, has not increased. This is because the main factor in using products and services of all 3 generations is not from brand campaigns. Rather, it is dependent on the quality of the products and services, particularly products that are personalized to the sample's preferences.