LGBT consumers prefer brands that support equality

Not surprisingly, LGBT consumers prefer brands we’re aware of that support equality and diversity. It can also trump price, despite a tough economy. From PR Newswire:

NEW YORK and WASHINGTON, July 18, 2011 /PRNewswire/ — Brand preferences and customer loyalty often are measured by marketers as the “holy grail” and as benchmarks of consumer behaviors. In a new poll released today, lesbian, gay, bisexual and transgender (LGBT) adults confirmed attitudes that strengthen their loyalty to companies as well as their brand preferences. The new national survey found that nearly three-fourths (74%) of LGBT adults are likely to consider brands that support nonprofits and/or causes that are important to them as a LGBT person, an increase from January 2007 when 62% reported they were likely to consider those brands. A significant portion of these adults, two-fifths (41%) say they are extremely likely or very likely to consider these brands. When it comes to workplace policies, nearly nine out of ten (87%) LGBT adults say they are likely to consider a brand that is known to provide equal workplace benefits for all of their employees, including gay and lesbian employees. More significantly perhaps, nearly half (49%) of LGBT adults say that they are extremely or very likely to consider these brands. This finding represents an increase from January 2007 when 78 percent reported they were likely to consider. By comparison, the survey also revealed that three out of four (75%) heterosexual adults agree they are likely to consider a brand that is known to provide equal workplace benefits for all of their employees, compared to 70% in January 2007. The new nationwide online survey of 2,357 U.S. adults, (ages 18 and over), of whom 328 self identified as lesbian, gay, bisexual and/or transgender, was conducted between June 13 and 20, 2011, by Harris Interactive, a global market research and consulting firm, in conjunction with Witeck-Combs Communications, Inc., a strategic public relations and marketing communications firm with special expertise in the LGBT market.
]]>