MarketingVOX.com
Nearly one in four (24 percent) gay, lesbian, bisexual, and transgender (GLBT) adults say they have switched products or service providers in the past 12 months because they found a competing company that supports causes that benefit the GLBT community – when factors such as price, quality, and convenience were not also considerations.
According to the national online survey by Harris Interactive and Witeck-Combs Communications, nearly one-third (32 percent) of gay men say they have switched products or services within the last 12 months because they found a competing company that supports GLBT causes, reports MarketingCharts.
Moreover, the survey found that a high proportion of gay men and lesbians (70 percent) had switched products or service providers because they learned the company engaged in actions they perceived as harmful to the GLBT community.