A new survey from YouGov BrandIndex revealed the top 20 LGBT-inclusive brands; YouTube ranked as #1, with Netflix and Amazon.com occupying spots #2 and #3 respectively.
View full list below.
The results for some were a big difference from last year; for example, YouTube jumped from #6 to #1.
“We ask if respondents have heard positive or negative news, advertising or word of mouth about a company, but we don’t ask ‘what’ specifically they have heard about the brand,” YouGov BrandIndex’s VP Marketing Jenny Hall told 429Magazine. “The YouTube brand, however, is clearly resonating with the LGBT community.”
Entertainment and technology brands dominated the list with Samsung, Amazon’s Kindle, Google, Android, iPhone, PBS, and HBO ranking in the top spots.
“Many of these technology and entertainment brands score well with consumers overall,” said Hall. “However, the LGBT community’s Top 20 does include a higher number of tech and entertainment brands than the general population – 10 tech and entertainment brands compared to 7 including the additions of Google, Android and iPhone. The LGBT highest rated entertainment brands are also rather different to the general population, including HBO and PBS rather than History and Discovery Channel.”
Many noteworthy LGBT-inclusive companies dropped out of the list. Among them were Disneyland/Walt Disney World, Starbucks, Apple itself, and Comedy Central.
YouGov attributed their decrease in popularity possibly to campaigning or PR event, “but there are no obvious media events that [YouGov] can see to cause the shift.”
Disney made headlines after One Million Moms condemned the unsanctioned gay days while Starbucks’ CEO Howard Schultz has defended his belief in marriage equality amongst his shareholders.
The respondents were asked the question: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”
Over 1,000 brands were surveyed amongst the respondents. The cumulative results were then filtered for “respondents who identified themselves as LGBT.”
“We subtract negative scores from positive scores to calculate our Buzz score,” Hall explained. “We also weight the data on age, gender, income, education, ethnicity and geography so those distributions should be similar to what is found in the overall population.”
Other companies on the list were Target, Ford, Subway, and Aleve.
Among the companies, the highest gains in perception by the LGBT community were Capital One with a 21.3 increase in score, as well as Coca Cola’s 10.2 score increase.
YouGov commented on the significance of the top 3 spots being filled by YouTube, Netflix and Amazon: “LGBT consumers rate these brands highly, but so do consumers in general – Amazon.com #3, YouTube #9 and Netflix #20. That is out of more than 1,100 brands,” Hall concluded.