Amazon has jumped from last year’s number six position to take the top spot as this year’s best perceived brand by LGBT Americans, knocking Costco out of the Top Ten ranking.
In its most recent Corporate Equality Index Rating, an assessment of LGBT policies in the workplace, the Human Rights Campaign gave Amazon a score of 90 out of a possible 100 points. Amazon, along with other brands on this year’s top 10 ranking, filed an Amicus brief with the Supreme Court in March to rule in favor of gay marriage.
Apple and its iPhone took the number two and three spots respectively. Both brands were two of the biggest gainers in LGBT perception since last June as well. This past October, Apple CEO Tim Cook wrote a headline making op-ed in Bloomberg Businessweek last October discussing life as a gay man. Last March, he wrote another one for The Washington Post condemning “religious freedom” laws being voted on in Indiana and Arkansas.
iPhone, Google and HBO are returning to the Top Ten ranking after being absent one year ago. Subway debuts, up from number sixteen last year.
The top ten brands which made the biggest perception gains with LBGT consumers overall since last June are, in order, General Motors, Apple, iPhone, Chevrolet, Allstate, Toyota, Blackberry, Mobil, Subway and McDonald’s. Chevrolet has been notable in featuring same sex families in its ads since the Sochi Winter Olympics. One year ago, Allstate released a short animated music video as part of its LGBT “Out Holding Hands” campaign.
Falling out of the top 10 this year: Costco, Trader Joe’s, YouTube and Ace Hardware.
All 1,400+ brands in the YouGov BrandIndex brand universe were measured with the company’s Buzz score, which asks respondents “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.
YouGov BrandIndex’s Buzz score can range from 100 to -100 with a zero score equaling a neutral position.