Advertisers: The Queer Community Is Paying Attention
Marketers now have statistical data to prove what I could’ve told you all along.
Some 88% of gay men and 91% of lesbians claim that a brand’s sponsorship or support of LGBT events favorably influences their buying decisions, according to a study released today from Community Marketing, Inc., San Francisco. The study also found that 89% of gay men, and 91% of lesbians said that the way a company treats its gay and lesbian employees is also a crucial deciding factor in purchasing decisions and their future business with a brand.
I refuse to knowingly support any company with homophobic policies and practices. I found out a few years ago that Ford caved to conservative pressure urging they discontinue advertising in gay markets. While buying an American made car remains important to me, my next car while decidedly not be a Ford. Giving my money to an anti-gay company in my opinion is enabling inequality.
