Community Marketing, Inc., a GLBT market research and communications firm based in San Francisco, has announced the completion of two studies, one focusing on GLBT consumers and the other on gay commerce.
The 4th LGBT Community Survey yields historic 40,000 respondents from 100+ countries; provides marketing and communications insights, tracks motivations and trends. Sample findings include:
- When asked which major purchases they’d put off due to the economy but intend to make in the upcoming year, one-third said they plan to take a major vacation. Furniture and automobiles are next most popular major intended purchases.
- When asked to rank the LGBT-friendliness of their employer on a 10-point scale, only half rated their employer LGBT-friendly. About 14% ranked their employer not at all LGBT-friendly.
- While more than half of respondents check Facebook daily, the difference between young and old was significant. 81% of younger gay men (age 18-29) check Facebook daily, compared with only 37% of older gay men (age 45-59).
The first-ever survey of GLBT-owned companies and gay-friendly corporations yields a trove of findings and a roadmap for increasing GLBT-related business-to-business commerce. The survey of over 1,400 gay and lesbian business decision-makers was conducted by Community Marketing, in partnership with the National Gay & Lesbian Chamber of Commerce (NGLCC), and supported by Hyatt Hotels, Chubb Group of Insurance Companies and Wells Fargo Bank. The study helps to quantify and qualify the purchasing habits, motivations, and behaviors of GLBT-owned companies and gay-friendly corporations, and explore opportunities for increasing GLBT-related B2B commerce.
Full survey results will be presented at the NGLCC Conference, November 18-20 in Washington, D.C.
Posted in Everything Else, For Marketers
Tagged 4th LGBT Community Survey, Community Marketing, gay business, gay business research, gay commerce, gay market research, GLBT business, GLBT business research, GLBT market research, Inc, National Gay & Lesbian Chamber of Commerce, NGLCC
The National Gay & Lesbian Chamber of Commerce has announced that it has entered into an alliance with retailing giant Wal-Mart Stores, Inc. in an effort to expand the retailer’s presence with the GLBT community. The alliance demonstrates that Wal-Mart “is making a very sincere effort to reach out to people who are a significant part of our customer base,” says Wal-Mart spokesman Bob McAdam. This partnership is in line with Wal-Mart’s strategy to expand into 50 urban areas across the country, many in neighborhoods in need of revitalization.
The alliance is not expected to bring a visible influx of gay-oriented merchandise to Wal-Mart. The specific purpose of the partnership is to help Wal-Mart attract and hire a diverse array of suppliers, including gays and lesbians. Though it obtains much of its merchandise from overseas suppliers, Wal-Mart also uses many local firms to provide services, such as landscaping, architectural design, painting, and more.
Naturally, this move is not without controversy as both conservative and gay activist groups have criticized the alliance. On the right, both the Family Research Council and the Culture and Family Institute at Concerned Women for America have spoken out against the partnership between Wal-Mart and NGLCC. “I don’t think this is something that will sell on Main Street America, where most Wal-Mart stores are located. I don’t think cheap prices on goods from China will be enough to stop a rollback in their customer base if they choose to go down this aisle,” says Tony Perkins, president of the Family Research Council.
On the left, Pride at Work, a constituency within the AFL-CIO labor confederation, has criticized NGLCC’s partnership with Wal-Mart because the retailer does not offer domestic partner benefits to its gay employees. However the retailer does have an anti-discrimination policy covering sexual orientation and is in discussions with groups such as the Human Rights Campaign and the Gay and Lesbian Alliance Against Defamation to explore the possibility of extending benefits to same sex partners.
Posted in Observations
Tagged Bob McAdam, Culture and Family Institute at Concerned Women for America, Family Research Council, gay Wal-Mart, GLBT Wal-Mart, National Gay & Lesbian Chamber of Commerce, National Gay & Lesbian Chamber of Commerce Wal-Mart Alliance, NGLCC, Pride at Work, Tony Perkins, Wal-Mart domestic partner benefits, Wal-Mart gay alliance, Wal-Mart gay controversy, Wal-Mart gay employees, Wal-Mart gay partnership, Wal-Mart gay policies, Wal-Mary