"Friendly" brands earn loyalty of gay, lesbian shoppers

05/16/2008 | Brandweek

More than two in three gay and lesbian consumers would rather do business with a marketer perceived to be gay-friendly, and 71% prefer brands with gay-themed ads, according to a new study. "The study reveals that gays and lesbians are fiercely loyal customers to brands they perceive as reaching out to them," said Howard Buford, president and CEO of Prime Access, New York, the ad agency that commissioned the survey.

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