Witeck‐Combs Communications, Inc. and Harris Interactive just released the findings of a new poll addressing brand preference and customer loyalty within the LGBT community. The results were very interesting.
For instance, the survey found that:
74% of LGBT adults are likely to consider brands that support nonprofits and or/causes that are important to them. An increase from January 2007 when 62% reported they were likely to consider those brands.
71% of LGBT adults said they are likely to remain loyal to a brand they believe to be very friendly and supportive to the LGBT community “even when less friendly companies may offer lower prices or be more convenient.”
Of special interest to us here at Out & Equal, the findings show:
87% of LGBT adults are likely to consider a brand that is known to provide equal workplace benefits for all of their employees, including gay and lesbian employees.
75% of heterosexual adults are likely to consider a brand that is known to provide equal workplace benefits for all of their employees, including gay and lesbian employees.
These kind of numbers illustrate that inclusive workplace policies are farther reaching than companies may realize. Inclusive workplace policies are good for employees, good for business, and good for the bottom line.
To read the press release in its entirety, click here.