Ian Johnson, Out Now
November 17, 2007
TOPICS: Gay marketing. GLBT market research. Gay community marketing. Lesbian and gay market. Brand loyalty. Equality and diversity. E & D policies. Gay and lesbian community marketing news. Gay and lesbian equality. Research shows importance of lesbian and gay equality and diversity policies to target gay consumer and generate gay market brand loyalty. This extract report from SkyNewsWire gives some useful insight into why lesbian and gay market consumers can be brand loyal.
What I think is especially powerful is the fact that equality and diversity is a strong selling point to non-gay market customers as well as gay market customers.
That increases the market imperative for brands to offer lesbian and gay E & D workplace policies. It is not just fair to do so, it is good business.
Here's that news extract for you:
A recent national survey conducted online found that 70 percent of heterosexuals and 88 percent of gay and lesbian adults polled are likely to consider a brand that is known to provide equal workplace benefits for all of their employees, including gays and lesbians.
Additionally, 77 percent of gay and lesbian adults say they are likely to consider brands that support nonprofits and/or causes that are important to them as a gay, lesbian, bisexual or transgender person.
These are a few of the highlights of a nationwide survey of 2,571 U.S. adults (ages 18 and over), of whom 368 self-identified as gay, lesbian, bisexual or transgender. The survey was conducted online between January 11 and 17, 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.
Regarding purchasing habits, the study found that 58 percent of gays and lesbians say they are "more likely," 41 percent say they are "no more or less likely," and only one percent say they are "less likely" to purchase everyday household products and services from companies that market directly to them compared to other competing companies.
Gays and lesbians also are more likely to ask for a specific brand when ordering alcoholic beverages (60%) compared to 42 percent of heterosexuals.
The survey also suggests that gays and lesbians are trendsetters. About four in 10 gays and lesbians reported they tend to upgrade to the latest model or version of a product (39%) and tend to keep up with the latest styles and trends (38%) compared with one-third of heterosexuals surveyed (32% respectively).
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