Three-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
The 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
The 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.
