Study reveals gay-friendly brands

The 2008 Prime Access / Planet Out Gay and Lesbian Consumer Study shows that the gay and lesbian community are fiercely loyal consumers and prefer to purchase products and services from companies they perceive to be “gay-friendly”.

by Helen Leggatt

According to the study, conducted by Clark, Martire & Bartolomeo, a variety of companies are seen as being “gay-friendly” brands by the gay and lesbian community. The study (.pdf) names companies such as Bravo, Showtime, HBO, Absolut and Levi's as the most "gay-friendly".

“Gay-unfriendly” companies included Samsung, BP, Gillette, Cadillac, Kraft, Olive Garden, Sears, Quaker, Frito-Lay, and Cracker Barrel.

The study found that nearly 68% of gay and lesbian consumers are "likely to buy from a company they considered to be gay-friendly, a perception they base largely on a company's advertising, followed by input from friends and the media."

The study confirms what other studies have found - that gay and lesbian consumers are extremely loyal to brands “they perceive as reaching out to them". "A marketing communications program directed at the gay and lesbian audience can be a significant opportunity for brands to build business,” said Prime Access's CEO, Howard Buford.