Gay-Specific Marketing May Influence Brand Loyalty of Gays, Lesbians and Bisexuals: Survey

Almost two-thirds (64%) of gay, lesbian and bisexual (GLB) adults say they are likely to consider purchasing household products and services from companies that market directly to gays and lesbians over competing brands that do not, according to a new survey by Harris Interactive.

Seven in 10 of gay, lesbian or bisexual respondents said they are extremely or very likely to consider a brand known to provide equal workplace benefits for all of their employees. Half (51%) of GLB respondents also report they are extremely or very likely to consider brands that support nonprofits and/or causes important to them.

More than two-thirds (69%) say they are at least likely to consider purchasing services, such as legal advice or banking services, from companies that market directly to gays and lesbians over competing brands that do not.

Nearly half (48%) of all GLB respondents say they find it most important or very important — when considering products or services — to see advertising that is clearly tailored to a gay audience with gay imagery, people or copy that speaks to them as a gay person and that appears in both mainstream publications and gay publications.

The Harris survey was conducted online between Dec. 8 and 15, 2004; 107 of the 2,092 U.S. adult respondents self-identified as gay, lesbian or bisexual. Witeck-Combs Communications Inc, co-sponsored the study.

According to the survey, the most common ways GLB adults become aware of a company’s reputation for gay-friendliness is by word of mouth (45%), gay Web sites (29%) or gay magazines or newspapers (29%).

“These new data confirm that a company’s internal and external behaviors matter very much to gay households,” said Jake Stafford, senior marketing strategist at Witeck-Combs Communications, in a statement. “Understandably, gays like to spend their money with companies that treat their gay employees equitably, value them as customers and represent them openly and accurately in marketing initiatives.”