Survey: Wal-Mart, Exxon Mobil Get Low Marks for Gay-Friendliness

Wal-Mart, Dunkin' Donuts, and Exxon Mobil earned the lowest marks in a survey among LGBT adults that rated companies for their gay-friendliness.

PlanetOut, parent company of The Advocate, and gay-focused advertising agency Prime Access conducted the survey, which showed that TV network Bravo, Apple, and Levi's are considered the gay-friendliest brands. Sixty-eight percent of respondents said they are more likely to buy products from a company they consider to be gay-friendly, according to the survey's results.

Furthermore, 71% of gay and lesbian consumers said they have a more favorable impression of companies or products that feature gay imagery in their advertising. Prime Access CEO Howard Buford noted that Levi's recently featured a gay couple in a high-profile TV ad.

"The study reveals that gays and lesbians are fiercely loyal customers to brands they perceive as reaching out to them," Buford said in a statement. "A marketing communications program directed at the gay and lesbian audience can be a significant opportunity for brands to build business."

More than 2,000 adults ages 18–64 participated in the study, which was broken down into two groups: general population (with 1,502 respondents) and gay and lesbian population (with 757 respondents). (The Advocate)

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Name: Dan
Date posted: 5/14/2008 8:23:00 PM
Hometown: Austin

Comment:
Advocate, could you provide more information than just the three "good" companies and three "bad" ones? I will frequent the good ones and avoid the bad ones; I'm sure other readers will too. Wal-mart also got low marks in the HRC Corporate Equality Index.
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Name: Clarice M.
Date posted: 5/14/2008 6:19:00 PM
Hometown: Boyington, ME

Comment:
Instead of NOT going to these places, I think a huge bunch of us should go there all at once. Holding hands, kissing, being OBVIOUSLY gay. Obviously gay to the point of FABulousness, if you get my drift. Really rub their nose in the fact that we're gay, and that we're there - sort of on the order of the kiss-ins that used to take place at Cracker Barrell. Hey, it might not change their minds, but it sure would be fun to make 'em feel uncomfortable!
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Name: Ed Gould
Date posted: 5/14/2008 5:43:00 PM
Hometown: Chicago

Comment:
I have what used to be an EXXON station near me. When it was taken over a few years back I definitely saw a change in attitude toward gay people. I now use a Shell station that is a little bit more expensive across the street. They are at least friendly and help everyone out that does need help. EXXON in other places I have perceived a small difference and not for the better. Its difficult to say it is because of one class of people but it sure seems that way.
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Name: porcellula
Date posted: 5/14/2008 4:37:00 PM
Hometown: Asheville

Comment:
There's an awful lot more reasons to hate Walmart than just its homophobia, but it'll do for starters!
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Name: João
Date posted: 5/14/2008 4:20:00 PM
Hometown: Philadelphia

Comment:
Wal-Mart is headquartered in the rural South -- in Bentonville, Arkansas -- where homophobia is a way of life, and it permeates the entire corporation.
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Name: Donna
Date posted: 5/14/2008 3:29:00 PM
Hometown: Orlando, FL

Comment:
I never liked Wal-mart. As for Dunkin' Donuts I don't buy donuts from them any way. Exxon I always buy gas from them. Now I won't buy donuts or go to Exxon. I always thought they were very friendly to all customers. But they're really not friendly. All other shopping retail stores are friendly to gays & lesbians. Now I know why Wal-mart assoc. act that way around me. Now I'll never go there again.

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