• Adweek, Wednesday, August 15, 2007 11:15 AM

Authenticity is very important to the gay and lesbian consumer, a study shows. And how a company treats their gay and lesbian employees and their sponsorship of events illustrates that authenticity for the consumer.

Some 88 percent of gay men and 91 percent of lesbians claim that a brand's sponsorship or support of LGBT (Lesbian, Gay, Bisexual and Transgender)events favorably influences their buying decisions, according to a study released today from Community Marketing, San Francisco. The study also found that 89 percent of gay men and 91 percent of lesbians said the way a company treats its gay and lesbian employees is also a crucial deciding factor in purchasing decisions and their future business with a brand.

Gays and lesbians are acutely aware of the business practices of companies they buy from, often reading up on corporate profiles through equality indexes, the study shows.

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