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.

BY Mike Grippi

May 14 2008 12:00 AM ET

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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