GLBT friendly companies garnish GLBT dollars

Seven in 10 gay men and lesbians have switched products or service providers because they learned the company engaged in negative actions toward the GLBT community.

“For nearly a decade, we have tested customer loyalty benchmarks, to better understand the connection between GLBT consumers and brand reputations. Consistently, no matter how we frame the questions, we find GLBT consumers place a high value on brands that earn and grow respect within the community,” said Wes Combs, President of Witeck-Combs Communications. “They remain loyal to companies that support causes that are important to them, and are highly motivated to learn about corporate social responsibility in all its forms. They are among consumers most motivated to vote with their dollars.”