Best-perceived brands according to LGBT consumers in the U.S. 2017

The ranking shows brands best perceived by LGBT consumers in the United States in 2017. Amazon received most positive feedback and gained an index score of 28.1.

Brands best perceived by LGBT consumers in the United States in 2017

Buzz (index) score
Amazon.com28.1
PBS25.5
Netflix25.2
YouTube23
Dawn19.8
Target19.5
Google17.6
Aleve15.6
Trader Joe's15.5
Toyota15.4
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Source

Release date

May 2017

Region

United States

Survey time period

May 2017

Number of respondents

40,000 self-identified LGBT adults

Age group

18 years and older

Special properties

1,500+ brands

Method of interview

Online panel

Supplementary notes

Methodology: respondents were asked: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” All results were filtered for respondents who identified themselves as lesbian, gay, bi-sexual or transgender. The source states that the "score can range from 100 to -100 with a zero score equaling a neutral position." Scores were averaged to create the ranking.
Methodology taken from here.

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Statistics on "Advertising consumption and perception"

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