A new national survey found that 74% of LGBT adults are likely to consider brands that support nonprofits and causes important to them as an LGBT person.
A significant 41% of these adults say they are extremely likely or very likely to consider these brands.
In addition, when it comes to workplace policies, nearly nine out of ten (87%) LGBT adults say they are likely to consider a brand that is known to provide equal workplace benefits for all of their employees, including gay and lesbian employees.
Brand loyalty appears to be more important than price in certain situations for LGBT people.
Seven out of ten LGBT adults said they are likely to remain loyal to a brand they believe to be very friendly and supportive to the gay, lesbian, bisexual and transgender community "even when less friendly companies may offer lower prices or be more convenient."
The nationwide online survey was conducted by Harris Interactive, a global 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 LGBT market.
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