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InfoShot: Most LGBT friendly tech brands

Amazon.com has been named this year’s best perceived brand by LGBT Americans in YouGov’s Annual BrandIndex poll, in a list dominated by tech companies. The news is perhaps not surprising, given that Amazon founder Jeff Bezos pledged $2.5 million in support of same-sex marriage in 2012, (making him the largest financial supporter of gay marriage rights in the US at the time), and Amazon, along with other brands in this year’s top, filed an Amicus brief with the Supreme Court in March to rule in favour of same-sex marriage.

Apple came in second, with the iPhone taking a separate third place spot. Again, perhaps not a great surprise in light of Apple CEO Tim Cook’s Bloomberg Businessweek announcement last October that he’s “proud to be gay”. This was followed by a piece for The Washington Post in March that condemned the “religious freedom” laws being voted on in Indiana and Arkansas.

According to a YouGov press release, each of the 1,400+ companies were ranked according to a “buzz score” which asks “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?” Respondents could answer with a score between 100 to -100, with zero score equalling a neutral position. The best perceived LGBT brand responses were based on a total of 16,000 participants, age 18 and over, who identified as lesbian, gay, bi-sexual or transgender.



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Kate Hoy

Kate Hoy is Editor of IDG Connect

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