LGB+ identification and donations to Hurricane Irma victims: The role of empathy

Abstract

Extant literature finds that discrimination promotes empathy towards other people in similar predicaments. We propose that discrimination increases empathy more generally—namely, LGB+ individuals, because of their experience with discrimination in society, which promotes empathy, are more charitable than heterosexual individuals. We recruited 5,131 American respondents of whom 378 identified as LGB+. LGB+ ‐identifying respondents scored higher on empathy, increasing their monetary donations to victims of Hurricane Irma, relative to heterosexual respondents. Importantly, greater experience with discrimination enhanced LGB+ respondents' empathy and charity. We situate our results within literature that has studied the charitable behaviors of LGB+ individuals. We acknowledge limitations to our study and suggest ideas for further research.

Humanising Marketing: Diversity, Equity and Inclusion in Marketing

“…Apart from education and industry, DEI has been studied extensively by marketing researchers. Topics including gender (Cowart & Wagner, 2021; Zayer et al, 2019), body shape (McFerran et al, 2010; Pounders, 2018), sexual orientation (Chan, 2021; Northey et al, 2020; Oakenfull & Greenlee, 2005; Ong et al, 2021), gender identity (Oakenfull, 2012), ethnicity (Peñaloza, 2018; Strebinger et al, 2018), physical disability (Benjamin et al, 2021), socioeconomic status (Chan & Zlatevska, 2019), scarcity (Roux et al, 2015) and religion (Cruz et al, 2018; Wilson & Grant, 2013) are just some of the areas that have begun to be explored in marketing research. However, the literature would benefit from a deepening of the application of cultural nuance and intersectionality, especially as it evolves generationally.…”