LGBT Adults Favor Gay-Friendly Brands

July 20, 2011

harris-gay-support-july-2011.JPGThree-quarters (74%) of lesbian/gay/bisexual/transgender (LGBT) US adults are likely to consider brands that support nonprofits and/or causes that are important to them as an LGBT person, according to results of a June 2011 Harris Poll. This figure has risen 19% since 2007, when 62% of LGBT adults indicated this likelihood.

Gay Ad Imagery Impact Improves

harris-gay-imagery-july-2011.JPGThe impact of advertisements clearly tailored to gay people with gay imagery on LGBT adults has become much more positive in the past four years. In 2007, 40% of LGBT adults said gay advertising made them more likely to consider purchasing a company’s products, this figure rose 17.5% to 47% in 2011.

While the percentage saying gay advertising makes them no more or less likely to purchase a company’s products rose 37%, from 35% in 2007 to 48% in 2011, most of this shift came from a sharp decline in the percentage saying gay advertising makes them less likely to purchase a company’s products. Gay advertising had a negative effect on 25% of LGBT adults in 2007, this number dropped 80% to 5% in 2011.

LGBT Brand Loyalty Grows

harris-lgbt-loyal-july-2011.JPGThe likelihood of LGBT adults to remain loyal to a brand they believe to be very friendly and supportive to the LGBT community even when less friendly companies may offer lower prices or be more convenient rose almost 8% between 2007 (66%) and 2011 (71%).

Meanwhile, the percentage saying this makes them neither more likely nor unlikely remain brand loyal remained virtually flat, while the percentage saying it makes them unlikely to remain loyal dropped 57%, from 7% to 3%.

Other Findings

  • 77% of LGBT adults have not switched brands in the past 12 months strictly due to a brand’s support of LGBT causes.
  • Eighty-seven percent of LGBT adults are likely to support a brand that is known to provide equal workplace benefits for all of their employees, including gay and lesbian employees, 16% more than the 75% of heterosexual adults who are more likely.

LGBT Show More Awareness of Political Involvement than Heteros

October 2010 Harris Poll results show that among all American adults, just about half (49%) report that they are aware of the political involvement and financial contributions to causes and political campaigns made by businesses. However, among lesbians and gay men, two-thirds (67%) state they are somewhat to very aware of these activities, as well as 54% of all LGBT (lesbian, gay, bisexual, transgender) adults taken together (compared to 48% of all heterosexuals).

About the Data: Harris Interactive conducted the study online and by telephone within the US between June 13 and 20, 2011, among 2,357 adults (ages 18 and older), of whom 328 self-identified as lesbian, gay, bisexual and/or transgender.

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