Companies With LGBT Equality Policies Attract Gay Consumers Study Shows
Mon. January 5, 2004 12:00 AM by 365gay.com
New York City -
A new survey of LGBT consumers shows brand loyalty to companies which have equality programs in place for their gay workers.
The national survey Witeck-Combs Communications and Harris Interactive asked consumers to identify their top reasonsfor buying products in a number of categories including: banking, airlines, rental cars, discount retailers, audio electronics, automobiles, hotels, and personal computers and software.
All adults surveyed -- gay and non-gay consumers alike -- said that regardless of the product category, 'convenience' and 'friendly and welcoming customer service' were their top two answers in discriminating among companies -- when price, quality and function are alike.
But, among those who identified themselves as gay equal treatment of all employees ranked as their third or fourth highest priority (depending on the product category).
The findings also show that another top reason affecting consumer preference (again, with the specific ranking dependent on each product category) was whether a company reached out to gays and lesbians through targeted advertising.
"In the past few years, we have learned that buying behavior has common threads for gay and non-gay consumers alike," said Bob Witeck, CEO of Witeck-Combs Communications.
"Gay men and lesbians consider the same factors as others do, but they now expect high standards of respect and equal inclusion in the market and workplace. Companies that understand these attitudes will successfully communicate their values and market their products to increasingly visible gay households."
2,376 adults, of whom approximately seven percent (7%) self-identified as gay, lesbian or bisexual were questioned online between November 17 and 23, 2003.
by Doug Windsor
365Gay.com Newscenter
New York Bureau
©365Gay.com® 2004
The national survey Witeck-Combs Communications and Harris Interactive asked consumers to identify their top reasonsfor buying products in a number of categories including: banking, airlines, rental cars, discount retailers, audio electronics, automobiles, hotels, and personal computers and software.
All adults surveyed -- gay and non-gay consumers alike -- said that regardless of the product category, 'convenience' and 'friendly and welcoming customer service' were their top two answers in discriminating among companies -- when price, quality and function are alike.
But, among those who identified themselves as gay equal treatment of all employees ranked as their third or fourth highest priority (depending on the product category).
The findings also show that another top reason affecting consumer preference (again, with the specific ranking dependent on each product category) was whether a company reached out to gays and lesbians through targeted advertising.
"In the past few years, we have learned that buying behavior has common threads for gay and non-gay consumers alike," said Bob Witeck, CEO of Witeck-Combs Communications.
"Gay men and lesbians consider the same factors as others do, but they now expect high standards of respect and equal inclusion in the market and workplace. Companies that understand these attitudes will successfully communicate their values and market their products to increasingly visible gay households."
2,376 adults, of whom approximately seven percent (7%) self-identified as gay, lesbian or bisexual were questioned online between November 17 and 23, 2003.
by Doug Windsor
365Gay.com Newscenter
New York Bureau
©365Gay.com® 2004
This article originally appeared on 365gay.com. Republished with permission.