14th
Gay-friendliest brands in business year 2008
Bravo, Apple Computer and Levi’s win top marks in a survey of LGBT consumers, while Wal-Mart, Dunkin Donuts and ExxonMobil are the most gay-unfriendly.
Sixty-eight percent of respondents said that they are more likely to consume from a company that they consider to be gay-friendly, according to the study’s report.
Furthermore, 71 percent of gay and lesbian consumers said they have a more favorable impression of companies or products that feature gay imagery in their advertising. Prime Access CEO Howard Buford noted that Levi’s recently featured a gay couple in TV advertising.
“The study reveals that gays and lesbians are fiercely loyal customers to brands they perceive as reaching out to them,” Buford said in a statement. “A marketing communications program directed at the gay and lesbian audience can be a significant opportunity for brands to build business.”
More than 2,000 adults aged 18-64 participated in the study, which was broken down by general population with 1,502 respondents and 757 gay and lesbian respondents.