You had to live in a cave not to hear the news about the Supreme Court decision to recognize same sex marriage in all fifty states. In fact, in a TRUE survey of 507 adults, fully 98 percent said they had heard of the decision. The timing – it coincided with most major Pride events around the country – likely further amplified the news over the weekend.
Largely, people heard about companies’ efforts to support the decision and LGBTQ rights in general from social media campaigns (Twitter and Facebook), indicating that social media is an effective tool to promote corporate values. The survey also indicates that more than 40 percent of people are aware of corporate sponsorship or participation in Pride efforts, edging out traditional marketing. Read on to discover more about how efforts on LGBTQ rights impacts consumers’ opinions of businesses.
Participation in LGBTQ rights has a positive impact on brand perception. More than four in 10 feel more positive about brands that show support for LGBTQ rights, far surpassing the 16 percent who feel more negative about brands showing LGBTQ rights support.
Although half of adults say a company’s support of LGBTQ rights doesn’t impact purchase decisions, 36 percent are more likely to purchase from companies that support LGBTQ rights. This is even more drastic in younger adults (18-34), with 44 percent saying they are more likely to purchase from a company that supports LGBTQ rights.
In light of marriage equality, there is a split about the possibility of companies removing domestic partner benefits with nearly half (46 percent) agreeing with a company’s decision to remove domestic partner benefits. A third (34 percent) disagree with this decision, with one in five not sure where they stand on the matter.
Should companies stay involved in LGBTQ rights issues now that same sex marriage is legal? More than half (54 percent) say they should. This is even more prevalent with younger adults (18-34) as nearly two thirds (64 percent) say companies should stay involved.