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LGBT audiences respond strongly to targeted advertising with a high-level of brand recognition and recall.
- 50% are more likely to patronize a business that tailors its advertising to the LGBT community;
- 70% are inclined to consider brands that support non-profit organizations and causes important to them as LGBT individuals;
- In a 12 month period, 23% switched their patronage to a competing company due to its support of the LGBT community;
- 70% would remain loyal to a company that they perceive to be LGBT-friendly, even if a less friendly competitor offers a more affordable or convenient product or service.
Source: 2011 Harris Poll, in partnership with Witeck Communications