Gay, Lesbian Consumers Want Commitment

NEW YORK For the lesbian and gay communities, successful branding means companies must put their money, and practices, where their mouth is.

Some 88 percent of gay men and 91 percent of lesbians claim that a brand’s sponsorship or support of LGBT (Lesbian, Gay, Bisexual and Transgender) events favorably influences their buying decisions, according to a study released today from Community Marketing, San Francisco. The study also found that 89 percent of gay men and 91 percent 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.

“Authenticity