Absolut, Apple and Calvin Klein among most LGBTQ-friendly brands, study finds (2024)

Dive Brief:

  • Fifty-three percent of marketers allocate between 0% and 4% of their marketing campaigns on LGBTQ consumers each year, while 29% allocate 5% to 10%, according to a study by the digital lifestyle magazine INTO and Brand Innovators whose findings were made available to Marketing Dive via email.
  • According to the study, 18% of brands reported working on an LGBTQ-focused campaign, and 41% said they don't include LGBTQ representation in their marketing strategies and have no plans to do so. Nearly 40% of brands surveyed reported not including LGBTQ-focused marketing because they felt other demographics had a higher priority. INTO readers listed some of the most LGBTQ-friendly brands as Absolut, Apple, Calvin Klein, Google, H&M, Ikea, Levi's, Nike, Starbucks and Target.
  • The report also found that 35% of consumers said they are more likely to purchase from brands that include LGBTQ themes and people in advertising campaigns. A brand's reputation for being LGBTQ-friendly or not influenced purchase decisions for 70% of those surveyed. Also, 47% said campaigns that are LGBTQ inclusive directly influenced a purchase that they've made, and 33% said seeing ads in LGBTQmedia influenced a purchase decision.

Dive Insight:

The research from Brand Innovators and INTO, a publication launched by the gay-focused social network Grindr last year, highlights how marketers are missing key opportunities to engage LGBTQ consumers, who have more than $5 trillion in global spending power. Marketers should take note of the findings that LGBTQ consumers notice the brands that feature LGBTQ themes and people in their ads, and might examine the creative work and strategies of the companies that topped the list of LGBTQ-friendly brands such as Absolut, Apple and Calvin Klein.

Putting a great emphasis on inclusion delivers on results as well, as 22%of the marketers surveyed reported they improved marketing KPIs when focusing at least parts of their campaigns on LGBTQ consumers.Marketers often target LGBTQ consumers around major events, like June's Gay Pride Month; however, only 16% of consumers in the INTO survey said they felt positive toward a brand when they see LGBTQ campaigns during Pride Week and not elsewhere during the year. Truly engaging LGBTQ consumers depends on a more comprehensive approach. according to marketers.

"If a company is serious about reaching LGBTQ consumers, Pride is table stakes. Brands need to be there, but as a starting point,"John Lake, Wells Fargo's VP of multicultural strategy and LGBT segment leader, told INTO in interview transcripts made available to Marketing Dive. "We look for other times when we can be a relevant voice in the community, such as October to mark Bullying Prevention Month."

With 20% of millennials today identifying as LGBTQ, per data from GLAAD, marketers need to expand their marketing efforts to be inclusive, including by focusing campaigns beyond same-sex couples to feature identities of the entire community. One-third of consumers felt more positive toward brands that regularly include LGBTQ themes in their ads.

Absolut, Apple and Calvin Klein among most LGBTQ-friendly brands, study finds (2024)

FAQs

Does Carhartt support LGBTQ? ›

Visit Carhartt for the month of June and a name to their rainbow Carhartt to show who you support in the LGBTQ+ community! Carter's is celebrating the journeys of LGBTQ+ Pride month and every month! Visit Carter's to get Pride apparel for the entire family, adults included!

What chocolate companies support Lgbtq? ›

Ritual Chocolate is proud to partner with Only Human, a LGBTQ+ lead company that serves humans all over the world.

Why is everyone suddenly wearing Carhartt? ›

The hip-hop connection has been traced back to 1990, when Tommy Boy Records bought 800 Carhartt jackets, added its logo and gave them to acts including House of Pain who went on to wear them in their video for 'Jump Around'.

What celebrity wears Carhartt? ›

Fox may be the most recent celebrity to wear Carhartt publicly, but she's not the first. Jennifer Lawrence, Kacey Musgraves, and Rihanna have all been spotted in the brand's popular beanie, and Gen Z stars like Charli D'Amelio and Sophie Turner are fans.

Does Cheesecake Factory support LGBTQ? ›

14 The Cheesecake Factory employees shared their view on LGBTQ acceptance at their company — 86% think The Cheesecake Factory is supportive of LGBTQ employees.

What gender buys the most chocolate? ›

Women prefer to eat chocolate more than men. While preference among women stands at 91%, for men it is 87%.

Which chocolate company is ethical? ›

Tony's Chocolonely

Chocolate that fights to end slavery gets a big thumbs up from us and that's what Tony's Chocolonely is all about. The brand creates exquisite chocolate to raise awareness of exploitation, child labour and slavery within the cocoa industry.

Who is Carhartt's target audience? ›

carhartt.com Audience Demographics

carhartt.com's audience is 52.63% male and 47.37% female. The largest age group of visitors are 25 - 34 year olds (Desktop).

What does the Carhartt symbol mean? ›

The “Car in Heart” wasn't just a brand mark – it was a symbol for how we conducted our business as well. It was a philosophy centered around giving. Hamilton Carhartt was a pioneer for workers' rights, which was reflected in how he treated both his employees and consumers.

Do you have to be vaccinated to buy Carhartt? ›

Carhartt's vaccine mandate, which includes exemptions for religious and medical reasons, will stay in place.

Why is Carhartt so baggy? ›

Overall, Carhartt WIP clothing fits slightly oversized. Due to the brand's workwear heritage, the items are usually a little boxier and more oversized than usual to allow for freedom of movement. The fit of Carhartt clothing is perfect for achieving a streetwear-ready, oversized fit which will go with any outfit.

Are there Carhartt knockoffs? ›

Several brands similar to Carhartt provide quality work jackets, including DRI Duck, Ariat, Berne Apparel, and CROWN. These Carhartt alternatives may not be as well-known as Carhartt, but any of their high-quality jackets could compete for the title of the best work jacket for cold weather.

Why is Carhartt logo black? ›

A Black Color:

On the Carhartt logo, the dark color marks the charisma of the wordmark.

Does Dunkin Donuts support LGBTQ? ›

That's why we're bringing pride to you through Pride themed Dunkin' e-gift cards, a new Pride Tumbler and Reusable Straws, and a Sprinkled with Pride Donut at select Dunkin' restaurants. In honor of Pride Month, guests can choose from Pride themed e-gift cards on our online gift card site, DunkinCoffeeBreak.com.

What is the Golden Girls cheesecake? ›

The Golden Girls Cheesecake - Double Fudge Amaretto Cheesecake.

Does Drake love Cheesecake Factory? ›

From Drake to Blake Lively, So Many Celebrities Love the Cheesecake Factory. Kris Jenner even name-dropped the beloved chain restaurant in a song.

What gender eats the most candy? ›

Consumers were also noted to purchase candies on impulse or as a treat when someone feels stressed. Although, candy is eaten by people of all ages and all genders, studies show that females more than male eat more candy.

Which chocolate most like girls? ›

Dairy Milk Chocolate

Most of the girls like dairy milk chocolate so she won't mind if you give her a bouquet of dairy milk chocolates.

What gender is chocolate? ›

The word 'chocolate' is masculine in Spanish.

Is Ghirardelli ethical? ›

No, Ghirardelli Chocolate is not fair trade certified.

Does Ghirardelli use ethically sourced chocolate? ›

Since 2020, 100% of our cocoa beans are sourced traceable and externally verified by an independent third party.

Is Green and Blacks chocolate ethical? ›

Organic chocolate maker Green & Black's latest offering to the UK market will be neither organic nor Fairtrade-certified. It's the latest in a series of blows to Fairtrade and is causing concern that it could undermine the movement entirely.

What does Carhartt symbol represent? ›

The “Car in Heart” wasn't just a brand mark – it was a symbol for how we conducted our business as well. It was a philosophy centered around giving. Hamilton Carhartt was a pioneer for workers' rights, which was reflected in how he treated both his employees and consumers.

What does the brand Carhartt represent? ›

Founded by Hamilton Carhartt in 1889-proudly owned and operated by the same bloodline ever since. We honor the shared values of hard work: dependability, honesty, and trust.

What is Carhartt associated with? ›

Carhartt, Inc. is an American apparel company founded in 1889, known for heavy-duty working clothes such as jackets, coats, overalls, coveralls, vests, shirts, jeans, dungarees, fire-resistant clothing and hunting apparel.

Is Carhartt a union company? ›

Carhartt has global operations in the U.S., Mexico, and Europe. We employ more than 2,700 American workers, 970 of whom are UFCW union members.

Why do blue collar workers wear Carhartt? ›

The company, which was founded in 1889 by Hamilton Carhartt, is known for its durable duck canvas fabric, which was used in uniforms of the U.S. military in World War I and during World War II, was suited for workers in blue-collar trades and vocations such as construction workers, farmers, hunters and railway workers.

Is Carhartt for blue collar workers? ›

Carhartt Products – Blue Collar Clothing Company.

When did Carhartt stop making in USA? ›

American textile and clothing industries hit hard times in the 1980s and 90s. Many moved manufacturing overseas to keep product costs low, and Carhartt was one of them. When demand for the brand increased and their product line expanded, Carhartt moved most manufacturing and finishing to Mexico.

Who currently owns Carhartt? ›

Mark Valade runs the Michigan-based work clothing company Carhartt, which was founded by his great grandfather Hamilton Carhartt in 1889. He shares ownership with his mother, Gretchen Carhartt Valade.

What does WIP mean in Carhartt? ›

Carhartt Work In Progress (Carhartt WIP) forms a division of the American brand Carhartt, one of the first companies to pioneer workwear in the USA.

Is Carhartt the new trend? ›

The start of a new year means looking forward to emerging trends. One of the biggest right now is Carhartt apparel for everyone. What was once a clothing company for the workforce has now become a go-to streetwear brand.

How do I remove the Carhartt logo? ›

A: Just use a seam ripper and be patient, with a steady hand and a couple of minutes you'll have it off easy. I do it to all my Carhartt Tees. Helpful?

What is the friends of Carhartt? ›

We started Friends of Carhartt to celebrate all the real, hardworking people who lead with their hearts and help with their hands. They're our truest of friends, and we're proud to honor them with this new line of gear.

Does Carhartt support the troops? ›

That's why we're offering all verified members of the Military, First Responder, and Nursing community a 15% discount on apparel and accessories.

Is Carhartt Made in China? ›

Carhartt is made in two primary locations, right here in the United States for their “Made in USA” line and Mexico. The U.S. made line features some of the most iconic pieces that the brand has to offer and gets its main influence from American industrial workers.

Why is Carhartt so expensive? ›

It was a really, really well-respected brand with outdoorsmen. A large part of this was due to them having a wool factory in Woolrich, PA. So making a high quality American product using American plants/materials/labor leads to a higher cost product.

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