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Every year, CMI asks an unaided “write-in” recall question about brands that participants make a conscious decision to purchase from, because of their pro-LGBT policies or practices. This year was unusual in that the survey fielded at the time as Target was making headlines about their supportive transgender policies. While Target has been a top-three LGBT brand for many years, their brand support rocketed from about 20% of the LGBT community in 2015 to over 50% today. The 2016 results clearly show the favorable impact gained by brands taking a stand for the transgender community specifically, and for the LGBT community in general.
There were no significant changes in experience purchase behavior by the LGBT community in 2016.
There were no significant changes in major purchase behaviors by the LGBT community in 2016.
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