After surveying thousands of LGBT consumers around the country, brand-tracking company BrandIndex has announced the most gay-friendly brand, according to how customers perceive the company: This year’s top honor goes to discount warehouse store Costco. Last year Costco was on the list at number 14.
YouGov’s BrandIndex tracks real-time feedback, discussion, and social media buzz for individual brands and once a year compiles a top 100 ranking of the best brands, broken down by audience and market sector. Other top-ranking brands for LGBT consumers include Netflix, Panera Bread, Trader Joe’s, and YouTube rounding out the top five.
According to BrandIndex, companies were scored based on how LGBT people responded to the question, “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?”
Based on the positive and negative reviews, each company was then scored between 100 and -100, allowing BrandIndex to account for substantial shifts in public perception.