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Why choose a brand? PDF Print E-mail
Written by Harris Interactive   
05 Feb 2007

Large Majorities of Heterosexuals and Gays Likely to Consider a Corporate Brand that Provides Equal Workplace Benefits to All Employees, Including Gay and Lesbian Employees

New national survey by Harris Interactive and Witeck-Combs Communications examines purchasing habits among heterosexual, gay, and lesbian adults

ROCHESTER, N.Y. – February 6, 2007 – A recent national survey conducted online found that 70 percent of heterosexuals and 88 percent of gay and lesbian adults polled are likely to consider a brand that is known to provide equal workplace benefits for all of their employees, including gays and lesbians.

Additionally, 77 percent of gay and lesbian adults say they are likely to consider brands that support nonprofits and/or causes that are important to them as a gay, lesbian, bisexual or transgender person.

These are a few of the highlights of a nationwide survey of 2,571 U.S. adults (ages 18 and over), of whom 368 self-identified as gay, lesbian, bisexual or transgender. The survey was conducted online between January 11 and 17, 2007, by Harris Interactive®, a global market research and consulting firm, in conjunction with Witeck-Combs Communications, Inc., a strategic public relations and marketing communications firm with special expertise in the GLBT market.

Regarding purchasing habits, the study found that 58 percent of gays and lesbians say they are "more likely," 41 percent say they are "no more or less likely," and only one percent say they are "less likely" to purchase everyday household products and services from companies that market directly to them compared to other competing companies.

Gays and lesbians also are more likely to ask for a specific brand when ordering alcoholic beverages (60%) compared to 42 percent of heterosexuals.

"Brand connections are certainly influenced by strong corporate reputations, we find again and again," said Wes Combs, President of Witeck-Combs Communications. "This survey shows strong brand connections apparent within gay households and among non-gay consumers too. This signals that a majority of Americans today are fair-minded and believe that equal treatment in the workplace is deserved by all."

The survey also suggests that gays and lesbians are trendsetters. About four in 10 gays and lesbians reported they tend to upgrade to the latest model or version of a product (39%) and tend to keep up with the latest styles and trends (38%) compared with one-third of heterosexuals surveyed (32% respectively) – tendencies we have seen corroborated in similar studies on consumer behavior.

About Harris Interactive®

Harris Interactive is the 12th largest and fastest-growing market research firm in the world. The company provides innovative research, insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. The company has built what it believes to be the world’s largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its United States, Europe and Asia offices, its wholly-owned subsidiary Novatris in France and through a global network of independent market research firms. The service bureau, HISB, provides its market research industry clients with mixed-mode data collection, panel development services as well as syndicated and tracking research consultation. More information about Harris Interactive may be obtained at



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