|
Overview How Many People Are GLBT? Are Lesbians Distinct From Gay Men? A Few Words About the B's and T's How Much Do Gays Earn? Where Do Gays Live? How Many Households Are There? Media Usage, Purchasing Decisions, and the Value of Gay Marriage Annual Gay Events Attract Hundreds of Thousands What About A Backlash Against Gay Marketers? What's Missing? What About Print? Two-thirds (68%) of American adults surveyed indicate that knowing a company promotes its products or services to gays and lesbians has no effect on how they feel about the company, according to a survey of more than 1,000 general consumers conducted June 2004, via Opinion Research Corporation’s weekly telephone omnibus poll for Fleishman-Hillard's new FH Out Front gay PR unit. The vast majority (81%) of respondents indicated it does not matter to them if a company whose products they use on a regular basis also promotes them to the gay and lesbian community. The survey also found that a plurality of Americans (45%) would do nothing if an organization launched a boycott against companies that market or promote products and services to gays and lesbians. Although 8% of respondents said they would participate in such a boycott, more than double that number (20%) said they would speak out against the boycott. Only 39% of respondents said they would feel better about a company that supports gays and lesbians and HIV/AIDS research, the lowest percentage of any other audience tested. In contrast, 64% of respondents would feel better about a company that supports women and breast cancer research. In addition, 23% of respondents indicated they would have a lower opinion of a company that specifically markets to gays and lesbians. And while 66% of respondents indicated that it would not matter to them if a company used gays and lesbians to market or promote a new, everyday product, one-fourth (24%) indicated this would make them less likely to purchase the product. Next- What's Missing?
|
