Logo, the leading entertainment brand for the LGBTQ community, today released the second annual 'Trailblazing Companies' list, a ranking of companies and
brands that have demonstrated a public commitment to LGBTQ people &
issues through advertising, communications, and other public
initiatives. The campaigns and marketing endeavors on the list showcase a
range of personalities, stories and experiences within the LGBTQ
community.
Hilton,
Anheuser-Busch, Marriott, Google, and Apple were found to have the
highest scores in categories that counted LGBTQ initiatives in the
following objective, public-facing categories: LGBTQ-Inclusive
Advertising, Digital Video & Social Media, Policy Support,
Spokespersons & C-Suite Executives, Donations & Sponsorships,
and Website Engagement. This year, examples of corporate support for the
survivors, families and victims of the Orlando Pulse nightclub tragedy
were also calculated in scoring.
According
to Bob Witeck, President of Witeck Communications, LGBTQ consumers
represent an estimated buying power of $971 billion. Previous Logo
research also has found that 71 percent of LGBTQ consumers are more
likely to support a brand after seeing an equality-themed ad, while 71
percent were more likely to purchase from a company that actively
supports and contributes to LGBTQ charities/causes.
Logo's 'Trailblazing Companies'
list was created through extensive research conducted in partnership
with Witeck Communications, a strategic communications firm with special
expertise in LGBTQ communications. Logo started with a pool of close to
200 consumer-facing companies that
earned 100% scores for their internal LGBTQ policies on the Human
Rights Campaign's Corporate Equality Index. Each company was then
evaluated based on the seven objective categories that demonstrate each
company's support of the LGBT community in the public sphere. Companies were awarded points based on their performance in each of these areas.
“Each of these companies is
delivering a message of inclusion, diversity and equality that is
needed now more than ever,” said Pamela Post, SVP of Programming for
Logo. “While we are incredibly proud to recognize these 25 trailblazing companies who
are raising the bar higher than just their bottom line, the ultimate
goal is to one day reach a time when a list like this is no longer
necessary.”
Bob
Witeck also adds that, “the resonance of LGBTQ attitudes in the
marketplace has made a sea of change in how brands express their values,
connect innovatively with diverse households, and grow market share.
This new study is an encouraging roadmap of trends and opportunities for
all brands aiming to step up their competition.”
Logo's Top 25 Trailblazing Companies (in ranking order):
1. Hilton
2. Anheuser Busch
3. Marriott International
4. Google
5. Apple
6. Unilever
7. Target
8. American Express Co.
9. Macy’s
10. Campbell
11. PepsiCo
11. AT&T Inc.
11. Wells Fargo
14. Nike
14. Nissan North America
16. PNC Financial
16. Bank of America Corp.
18. Diageo North America
18. E&J Gallo Winery
20. American Airlines
20. Hallmark
22. Comcast
23. Intel Corp.
23. Toyota Motor
25. Alaska Air Group
