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In a recent survey, 757 gay and lesbian participants were asked to rank companies by their gay-friendly factor. Apple came in first place among tech companies with 39% of participants strongly considering the brand to be gay-friendly. Among all brands, Apple came in second behind Bravo (who dominated with a rating of 52%).
Apple is considered to be one of the most gay-friendly brands on the market, according to a study conducted on behalf of ad agency Prime Access and media company PlanetOut. The survey polled 2,259 people aged 18 to 64, divided between 1,502 in the general public and 757 gays and lesbians; Apple ranked second in the survey, with 23 percent of the general population and 39 percent of the gay/lesbian group calling the company “strongly” gay-friendly.
Kevyn Aiken, Vice President of Marketing, Media Sales at PlanetOut, said the study confirms why gays and lesbians represent one of the most coveted and active demographics.
Perception of a company as gay-friendly is said to be largely based on advertising, but also the influence of friends and the media. Apple’s rating may in fact be influenced by its corporate policies, which made the company one of the first to extend employee benefits to gay and lesbian couples.
Towards the bottom of the list, companies such as Samsung, Wal-Mart, Dunkin Donuts and Cracker Barrel had very little support from the survey group, in some cases receiving only a 3 percent “strong” rating from gay and lesbian participants. Cracker Barrel has long had a bad reputation in the LGBT community; since only in 2002 did it rescind a policy of discriminating against gay employees.
May 19, 2008
People these days carry out any kind of senseless surveys. I don’t understand the connection between Gay people or Straight people using their gadgets or company products !
Anyhow I’m happy to know Apple is 2nd in this. Apple rox !
May 20, 2008
Apple is simply making a lot of effort to become friendly to all of its customers both internal and external. I think there’s nothing wrong with that survey; it simply shows who are really serious in taking care of their clients.
May 20, 2008
I think that the reason why these surveys are conduct in the first place is that for the companies to find out if they are doing the right thing. I can say that third sex build a part of the community on every country so this is what started the companies to look for what this third sex members had to say with their product. It’s all about marketing strategy.
May 20, 2008
For some reason, I’m really not sure what relevance this has other than in the employment policies that exist at Apple and its stores. To me, tech is tech and it’s otherwise blind to gender and sexual orientation except, of course, in the realm of designing products for either men or women…and I don’t think there are any computers, PDAs, or iPhones that seem to be designed for specific sexual orientations or genders.
May 20, 2008
I’m very happy to know that Apple is leading in this area. Apple is a company I follow and respect very much, and I’m very interested in knowing which companies are making strides in things like equality, environmental issues, and other political issues that I care about. Apple is a company that I’d be proud to work for. In fact, I hope someday I actually will work there!
May 21, 2008
Heh, when I saw this, I wondered what on earth would make a tech company “gay-friendly.” I mean, tech is tech, like Fardreamer said. If it’s solely based on discrimination/benefits, then I understand a bit better. And it’s good that Apple has worked hard to gain respect from minorities. Oh course it’s a business move more than anything, but it’s still good for gay community despite what Apple’s motive was in taking this step.
May 21, 2008
You are right Fardreamer, companies never have anything against on what is your sexual preference, as long as you going to use their products and they will benefit from you buying the product. I can’t recall any computer products whose main purpose is to be use by just one sex. These companies are earning from all kind of genders.
May 22, 2008
Yeah when I saw the headline to this I was like “what is that about”. I don’t understand why they do have surveys like this. They don’t have anything to do with the technology itself. I mean great they are extending their benefits…but people who aren’t employees wouldn’t know that they do that…so what does it matter to the public?
May 22, 2008
Uh… well, this is really eye-opening, I guess. I’m not QUITE sure what is the reason for this article. If there is one thing computers have never, and really should never be targeted towards, it’s sexual orientation.
May 24, 2008
I too do not think that a company should be targeted towards people with a certain sexual orientation. But what I think this article is trying to say is that Apple is one of the few companies that spreads awareness towards this issue of discrimination and in turn tries to support it. I think this is not necessary as businesses should assume this responsibility of equal support to all customers.
June 24, 2008
Yes, I also agree with Fardreamer on this. It doesn’t matter sex, orientation, race, or anything else as long as you are buying the products. It is definitely interesting to know though, but I don’t see how useful really this survey is in the long run.
July 2, 2008
By reading the previous comments, I can see that I’m not alone when I wondered what the title of the article meant. Also, tech is tech. There is are no sexual overtones in tech.
I think that one of the reasons Apple is being known as ‘gay friendly’ has nothing to do with their staff, or anything else. Maybe it has to do with the fact that most people (gay or straight) have an apple product. (or two or three) The dominate the market in the areas of MP3 players, and anymore it seems like there are more Mac users then WIndows users. In my opinion, it has to do more with the popularity of the products then being labeled, ‘gay friendly.’
have to ask myself though, how much money was spent on this nonsense survey?
July 3, 2008
The survey as such does not have much relevance, as a particular sect of society does not have that much impact on a product’s base. Anyways a senseless survey.