One in Four Gays More Likely Shop at Stores with Reputations as Good Corporate Citizens
Wed. March 15, 2006 12:00 AM by GayWebMonkey.com
Rochester, NY -
Gay and lesbian adults were more likely than heterosexual adults to say that more than last year, they would consider shopping based on a store's reputation as a good corporate citizen, according to a nationwide online survey of U.S. adults conducted prior to the holidays in December 2005.
Nearly one in four gay and lesbian adults (24%) said that, while shopping for holiday gifts, they would consider, more than during the 2004 holiday season, to shop at stores with reputations as good corporate citizens, compared to only 16 percent of heterosexual adults responding to the same question.
A majority of gays and lesbians (69%) indicated their shopping decisions - other things being equal such as price, value or quality - would likely or very likely be influenced by a "buyers guide" of companies whose workplace policies objectively support equal and fair treatment of gay, lesbian, bisexual and transgender (GLBT) people.
These are several highlights of a nationwide online survey of 2,245 adults (ages 18 and over) conducted online between Dec. 8 and 14, 2005, by Harris InteractiveR, a worldwide 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 GLBT market.
"Gay men and lesbians are savvy consumers and spend their money with companies that are known for socially responsible business practices," said Wesley Combs, President of Witeck Combs Communications. "Brand loyalty has long been a characteristic of this $610 billion consumer segment," added Combs.
The study found similarities and differences in holiday shopping behaviors among heterosexuals and gays and lesbians. For instance, a large majority of both gay and lesbian adults (85%) and heterosexual adults (86%) consider a store's "price and value" when choosing the stores they prefer for holiday gift buying.
However, gays and lesbians are less likely to consider a store's "advertising/sales promotions and coupons" (9%) as a reason in choosing a store they prefer for holiday gift buying, compared to 16 percent of heterosexuals. Another slight difference is revealed as gays and lesbians (8%) consider a store's attention to the latest styles and trends, compared to 3 percent of heterosexuals.
The study showed differences in the product category of holiday gifts or gift certificates the two groups give. More than half of heterosexual adults (52%) said they would purchase fashion items (such as clothing, shoes and accessories) as holiday gifts, compared to 35 percent of gay and lesbian adults. Heterosexual adults were also somewhat more likely to say they would give cash as a holiday gift (31% vs. 23% of gays and lesbians).
For more information, visit www.witeckcombs.com and www.harrisinteractive.com.
Nearly one in four gay and lesbian adults (24%) said that, while shopping for holiday gifts, they would consider, more than during the 2004 holiday season, to shop at stores with reputations as good corporate citizens, compared to only 16 percent of heterosexual adults responding to the same question.
A majority of gays and lesbians (69%) indicated their shopping decisions - other things being equal such as price, value or quality - would likely or very likely be influenced by a "buyers guide" of companies whose workplace policies objectively support equal and fair treatment of gay, lesbian, bisexual and transgender (GLBT) people.
These are several highlights of a nationwide online survey of 2,245 adults (ages 18 and over) conducted online between Dec. 8 and 14, 2005, by Harris InteractiveR, a worldwide 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 GLBT market.
"Gay men and lesbians are savvy consumers and spend their money with companies that are known for socially responsible business practices," said Wesley Combs, President of Witeck Combs Communications. "Brand loyalty has long been a characteristic of this $610 billion consumer segment," added Combs.
The study found similarities and differences in holiday shopping behaviors among heterosexuals and gays and lesbians. For instance, a large majority of both gay and lesbian adults (85%) and heterosexual adults (86%) consider a store's "price and value" when choosing the stores they prefer for holiday gift buying.
However, gays and lesbians are less likely to consider a store's "advertising/sales promotions and coupons" (9%) as a reason in choosing a store they prefer for holiday gift buying, compared to 16 percent of heterosexuals. Another slight difference is revealed as gays and lesbians (8%) consider a store's attention to the latest styles and trends, compared to 3 percent of heterosexuals.
The study showed differences in the product category of holiday gifts or gift certificates the two groups give. More than half of heterosexual adults (52%) said they would purchase fashion items (such as clothing, shoes and accessories) as holiday gifts, compared to 35 percent of gay and lesbian adults. Heterosexual adults were also somewhat more likely to say they would give cash as a holiday gift (31% vs. 23% of gays and lesbians).
For more information, visit www.witeckcombs.com and www.harrisinteractive.com.
Article provided in partnership with GayWebMonkey.com.