Nearly half of Americans and 64% of those who identify as LGBT allies say they are more likely to spend money with brands that are LGBT inclusive, according to a new survey from Ogilvy.
The study found that the opposite was true as well — nearly half of Americans and a majority of allies said they would avoid purchasing products and services from companies they perceived as not supporting the LGBT community.
LGBT rights have become a popular issue with many CEOs delving into activism. Apple CEO Tim Cook has received praise as the first openly gay CEO of a Fortune 500 company and other executives are opening up about sexuality as well.
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The majority (68%) report that in order to be an LGBT ally, brands/businesses need to “walk the talk” following through on promises and plans. “Our survey demonstrates that creating LGBT inclusive advertising should be more than just a diversity initiative. When it’s done right, it can be a way to drive value at a higher level for an entire business,” said Bill Berman, Ogilvy Account Director and Co-chair of Ogilvy Pride.