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Two-thirds (68%) of American adults surveyed indicate that knowing a company promotes its products or services to LGBTQ+ has no effect on how they feel about the company, according to a survey of more than 1,000 general consumers conducted June 2004, via Opinion Research Corporation’s weekly telephone omnibus poll for Fleishman-Hillard's new FH Out Front LGBTQ+ PR unit. The vast majority (81%) of respondents indicated it does not matter to them if a company whose products they use on a regular basis also promotes them to the LGBTQ+ community.
The survey also found that a plurality of Americans (45%) would do nothing if an organization launched a boycott against companies that market or promote products and services to LGBTQ+. Although 8% of respondents said they would participate in such a boycott, more than double that number (20%) said they would speak out against the boycott.
Only 39% of respondents said they would feel better about a company that supports LGBTQ+ and HIV/AIDS research, the lowest percentage of any other audience tested. In contrast, 64% of respondents would feel better about a company that supports women and breast cancer research. In addition, 23% of respondents indicated they would have a lower opinion of a company that specifically markets to LGBTQ+. And while 66% of respondents indicated that it would not matter to them if a company used gays and lesbians to market or promote a new, everyday product, one-fourth (24%) indicated this would make them less likely to purchase the product.
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