corporate citizenship

Google Tops LGBT-Favored Brands in US

Posted by Sheila Shayon on June 27, 2011 05:00 PM

Google and its YouTube video portal are among the top five brands ‘best perceived’ by lesbian, gay, bi-sexual and transgender Americans.

Videos like the brand's "It Gets Better" clips below, and the rainbow enhancement to gay-related searches for June's pride month, are only two for the reasons why the search giant has won favor with the gay community, according to new research from YouGov BrandIndex.

Google co-founder Sergey Brin has a history of supporting LGBT rights, and has vocally opposed California’s Proposition 8 since 2008, offers tax benefits to LGBT employees, and has added a rainbow image to search results related to gay issues.

The other three LGBT-favored brands making the top five were Netflix, Amazon and Subway.

Whole Foods came in sixth while Disney ranks #7, having held Gay Days at its theme parks every year for the past two decades, attracting protests from the religious right including Focus On The Family.

Other high-ranked brands: Apple's iPhone (#8), HBO (#10), Lowe’s (#11), Cheerio’s (#12), Food Network (#13), Ford (#14), M&M’s (#15), Apple (#17), Trader Joe’s (#18), Bose (#19) and iPod (#20).

As for gainers in LGBT brand perception (see the second chart here), Claritin (#10) was the highest gaining brand in the last three months, with Nike (#16) the second highest. 

AT&T (#4) on the gainers chart – despite the very public imbroglio with GLAAD president Jarrett Barrios’ resignation due to backing of AT&T’s merger with T-Mobile. 

Chick-Fil-A (#6) amongst gainers is retrenching after a PR debacle in February over their alleged supporting of events connected to anti-gay groups. 

YouGov BrandIndex conducts interviews with 5,000 people every weekday, and for this study, results were filtered for U.S. citizens who self-identified as lesbian, gay, bi-sexual or transgender.

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