Electric vehicle manufacturer Tesla debuted as this year’s best perceived brand by consumers who identify themselves as lesbian, gay, bi-sexual or transgender by a wide margin, moving Amazon down to the number two spot.
In its most recent Corporate Equality Index Rating, an assessment of LGBT policies in the workplace, the Human Rights Campaign listed Tesla as one of the best places to work and is ranked a full 100 on their Corporate Equality Score. Tesla is part of a growing list of companies that offer health insurance benefits for employees seeking a sex reassignment surgery.
Four of this year’s top 10 ranking were not on last year’s list: in addition to Tesla, YouTube, Trader Joe’s and the return of Costco, the number one brand from two years ago.
The returnees from last year are Amazon, Netflix, PBS, Samsung, Google and HBO.
The top ten brands which made the biggest perception gains with LBGT consumers overall since last June are, in order: General Motors (same position last year), Facebook, Campbell’s, Chevrolet, Snickers, Chick-Fil-A, Uber, Honey Bunches of Oats, IBM, and McDonald’s.
Falling out of the top 10 this year: Apple, iPhone, HBO, Subway, and Panera Bread.
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.