Ian Johnson, Out Now
September 25, 2007
Miami Herald writer Steve Rothaus has a great gay news blog, and he is reporting on a media release regarding new research by one of the leading US gay marketing agencies, Witeck-Combs Communications.
Gay and lesbian consumers show strong brand loyalty to brands that support them, and a strong likelihood to switch brands where problems in that support arise.
Out Now Consulting has been finding similar gay market research results in relation to gay market brand loyalty over the past 15 years.
We will cover this in more detail tomorrow, but for now here is an extract of the Steve Rothaus Miami Herald reporting on gay brand loyalty:
One in Four Gay, Lesbian, Bisexual and Transgender Adults Switched over Past Year to Companies that Support the GLBT Community
Seven in 10 gay men and lesbians have switched products or service providers because they learned the company engaged in negative actions toward the GLBT community
ROCHESTER, NY – September 24, 2007 – According to a recent national survey, approximately one in four (24%) gay, lesbian, bisexual, and transgender (GLBT) adults say they have switched products or service providers because they found a competing company that supports causes that benefit the GLBT community in the past 12 months, assuming that other factors such as price, quality, and convenience were not considerations. This includes fully one-third (32%) of gay men who say they have switched products or services within the last 12 months because they found a competing company that supports GLBT causes.
These are a few highlights taken from a nationwide survey of 2,868 U.S. adults, (ages 18 and over) of whom 350 self identified as gay, lesbian, bisexual or transgender. The study was conducted online between August 7 and 13, 2007, by Harris Interactive, a global 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.
The survey also found that a high proportion of gay men and lesbians (70%) had switched products or service providers because they learned the company engaged in actions that are perceived as harmful to the GLBT community.
In terms of their brand loyalty behavior, about two-thirds (66%) of all GLBT adults reported that they would be very or somewhat likely to remain loyal to a brand they believed to be very friendly and supportive to the gay, lesbian and transgender community – even when less friendly companies may offer lower prices or be more convenient. Three out of four (75%) gay men and lesbians also said they would remain loyal to the gay-friendlier brand.
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Out Now Consulting has 15 years experience in working in all facets of gay and lesbian marketing, including understanding gay brand loyalty issues. To get expert gay and lesbian marketing insight, expert gay and lesbian target marketing advice, LGBT brand marketing help, lesbian and gay marketing expert input, and access to leading gay community marketing professionals, all from the leading gay and lesbian community marketing experts: contact Out Now.
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