The Edelman Trust Barometer, a global survey conducted by public relations firm Edelman, showed that more than 51% of U.S. employees who responded from July to August said they were more likely to work for a pro-LGBTQ company, compared to 11% who said they were less likely. In another Edelman Trust Barometer survey from May, 34% of consumers said they were more likely to buy from a brand that expressed support for LGBTQ rights, versus 19% who said they were less likely. GLAAD partnered with Edelman to analyze the survey data to gather LGBTQ-specific insights. The survey responses came from 1,000 consumers and 1,000 workers in the U.S. Edelman found that the growing hostility toward LGBTQ+ people has made companies nervous to take a firm public stance with the LGBTQ+ community. Edelman senior vice president Lauren Gray said, “We often see companies ask whether they can afford to take a stand in support of LGBTQ issues, and this data shows that for many companies, they can’t afford not to."
New Study Shows Workers And Consumers Support Pro LGBTQ+ Businesses
- Nik Nak London
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