Young people are growing less tolerant of LGBTQ individuals, a jarring turn for a generation traditionally considered embracing and open, a survey released Monday shows.

The number of Americans 18 to 34 who are comfortable interacting with LGBTQ people slipped from 53% in 2017 to 45% in 2018 – the only age group to show a decline, according to the annual Accelerating Acceptance report. And that is down from 63% in 2016.

Driving the dilution of acceptance are young women whose overall comfort levels plunged from 64% in 2017 to 52% in 2018, says the survey conducted by The Harris Poll on behalf of LGBTQ advocacy group GLAAD.

New Harris Poll and DoubleVerify research reports that consumers hold advertisers accountable for the credibility and accuracy of the content they advertise on.

• are more likely to engage with brands that advertise beside legitimate content;


• are less likely to engage with brands that advertise next to false, objectionable or inflammatory content;


• would stop using a brand or product if they viewed the brand’s advertising next to false, objectionable or inflammatory content;


• believe that advertisers bear responsibility for ensuring their digital ads run beside trustworthy content.

Lorie Konish | CNBC