ST. LOUIS, MO: A new survey conducted for FH Out Front, Fleishman-Hillard’s global gay and lesbian practice, suggests that efforts by conservative groups like Focus on the Family, to castigate - and call for boycotts against - the likes of Ford Motor for marketing to gay and lesbian consumers, simply haven’t worked.
The survey finds that a vast majority of American adults don’t base their purchase decisions or attitudes about the company on whether or not a company markets its products or services to gays and lesbians. Those results are essentially the same as a similar national survey for FH two years ago, that was timed to the launch of FH Out Front.
The survey, The FH Out Front 2006 Consumer Outlook survey, conducted by Opinion Research Corporation in May, also found that a majority of Americans would “do nothing” to support a boycott against companies targeted for promoting their products to the gay and lesbian community.
“We conducted the first survey in a dramatically different environment for gay and lesbian issues, yet the results from June 2004 were similar to the most current survey taken in May 2006,” said Ben Finzel, co-chair of FH Out Front and SVP in Fleishman-Hilliard’s Washington office.
Eighty two percent of those surveyed in 2006 said it does not matter to them if a company whose products they use on a regular basis also promotes them to the gay and lesbian community. Two years ago, 81% or respondents said the same thing. This year, two-thirds of American adults surveyed indicate that knowing a company promotes its products or services to gays and lesbians has no effect on how they feel about the company, around the same as in 2004.
The 2006 survey also found that 52% - versus 46% in 2004 - would do nothing if an organization launched a boycott against companies that market or promote products and services to gays and lesbians.