Gay Consumers Prefer Equality-Minded Companies.

According to the most recent national consumer survey by Witeck-Combs Communications and Harris Interactive, gay, lesbian and bisexual (GLB) individuals consider ‘equal treatment’ of gay employees in the workplace as the third or fourth most compelling reason (depending on the product) to favor one company over another when making purchase decisions.

The Witeck-Combs/Harris Interactive online survey asked respondents nationwide to identify the top reasons that mattered most to them in their buying preferences for several product categories including: banking, airlines, rental cars, discount retailers, audio electronics, automobiles, hotels, and personal computers and software.

All adults surveyed — gay and non-gay consumers alike — said that regardless of the product category, ‘convenience’ and ‘friendly and welcoming customer service’ were their top two answers in discriminating among companies — when price, quality and function are alike.

The findings reveal that GLB consumers are similar to other shoppers in most basics. Like all consumers, they weigh price, quality, convenience and service as primary considerations. However, between one fourth (24%) and one third (37%) of gays, lesbians and bisexuals (depending on the product category), also affirm that ‘equal treatment of all employees, including gays and lesbians, African Americans and Hispanics’ ranked as their third or fourth highest priority.

The findings also show that another top reason affecting consumer preference (again, with the specific ranking dependent on each product category) was whether a company reached out to gays and lesbians through targeted advertising. Between 13% (hotel choices) and 29% (audio electronics choices) of all GLB respondents responded that targeted advertising to gays
and lesbians was a specific reason for them to prefer one brand to another in these product categories.

“In the past few years, we have learned that buying behavior has common threads for gay and non-gay consumers alike,” said Bob Witeck, CEO of Witeck-Combs Communications. “Gay men and lesbians consider the same factors as others do, but they now expect high standards of respect and equal inclusion in the market and workplace. Companies that understand these attitudes will successfully communicate their values and market their products to increasingly visible gay households.”

These are a few highlights of a nationwide Witeck-Combs Communications/Harris Interactive study of 2,376 adults, of whom approximately seven percent (7%) self-identified as gay, lesbian or bisexual. The survey was conducted online between November 17 and 23, 2003 by Harris Interactive, in conjunction with Witeck-Combs Communications, Inc.

Notes on reading tables
GLB refers to gay, lesbian and bisexual respondents. The percentage of respondents has been included for each item. An asterisk (*) signifies a value of less than one-half percent. A dash represents a value of zero. Percentages may not always add up to 100% because of computer rounding or the acceptance of multiple answers from respondents answering that question.

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