Posted on 10/11/2002 5:17:45 AM PDT by justsomedude
Gay Consumers Strongly Favor Companies Known for Being 'Out' About Diversity Initiatives New Witeck-Combs Communications/Harris Interactive Survey Also Shows GLBT Consumers are More Comfortable When Approached by Openly GLBT Sales People
ROCHESTER, N.Y., Oct 11, 2002 /PRNewswire via COMTEX/ -- Gay, lesbian, bisexual and transgender (GLBT) consumers, more often than their non-gay counterparts, say that they choose to do business with companies they know exhibit a commitment toward diversity. GLBT consumers also said they respond positively to companies when they are served by representatives or salespersons who are openly gay, lesbian, bisexual or transgender.
On the eve of National Coming Out Day 2002, the annual occasion when GLBT people are encouraged to be open and honest about their sexual orientation, these findings also highlight why companies like American Airlines, Coors Brewing Company and IBM designate GLBT employees to spearhead their strategies to expand market share among GLBT consumers.
This national research survey of 2,023 adults was conducted online between September 24 and October 2, 2002, by Harris Interactive(R), a worldwide 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. Of those adults surveyed, almost six percent (6%) self-identified as gay, lesbian, bisexual or transgender.
GLBT and non-gay respondents contrasted sharply on the connection they make between their purchasing decisions and a company's diversity policies. GLBT consumers were far more likely than heterosexual consumers to make a purchasing decision based on their awareness of the company's diversity policies (47% GLBT versus 18% heterosexual).
GLBT respondents were also asked about the influence an openly GLBT salesperson or representative has in their purchasing decisions, and five different kinds of purchases were measured: everyday products such as grocery and drug store goods; legal and financial services; health care services; computers and information technology; and major purchases like homes or automobiles.
With all other factors being equal, such as price, quality, value and function, all GLBT respondents were asked whether their decisions to buy would be positively or negatively affected if they knew the sales representative was gay, lesbian, bisexual or transgender. Fifty-six percent (56%) of the total GLBT sample reported a positive influence in legal and financial services; 51% agreed about health care; 49% agreed about large scale purchases such as homes and autos; 42% agreed on everyday purchases such as groceries and drug store goods; and finally, 42% felt it has a positive influence on their purchases of computers and information technology services.
The data suggests there are some GLBT consumers who feel greater comfort and confidence when speaking with GLBT sales staff particularly for more sensitive choices and purchases that are likely to reveal their own sexual orientation -- such as legal advice and health care.
"Perceptions of fairness and openness consistently matter to GLBT consumers," said Wesley Combs, president of Witeck-Combs Communications. "Clearly, any company that chooses to motivate and make its GLBT employees visible will stand to gain a great deal in terms of support from GLBT consumers. It's a logical matter to match a company's employee diversity policies with the needs and expectations of its diverse customers."
"These data validate why IBM decided to form a team dedicated to the GLBT market two years ago," said Joseph Bertolotti, program director of GLBT Sales and Talent. "Our company understands that to fully engage the GLBT market, we must serve our customers with their business needs in mind. This is core to our diversity philosophy for every constituency group at IBM."
(there are details at the site if you must have them.)
(Excerpt) Read more at prnewswire.com ...
Time is running out for Sodom.
And what is more reliable than an online poll? They put the number of gays at 6%; but the best numbers I have seen are < %1 of the American population. What other interest group of like size gets catered to so deferentially?
We get downright indignant when fraud takes place in the boardroom. We make public spectacles of those who gain by it. Why do we tolerate it in media?
What's the real number?~ 60%? ~ 75%??
dunno. bet it's less than 5%. In fact, you could do a little inference by taking the number of victims of sexual abuse as a percentage of all Catholics; since the predators are usually very prolific, you'll have to discount the percentage significantly to get a handle on what the real stats are. Actual sexual predators in terms of percentages are so low as to be an anomaly -- certainly much lower than society at large.
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