LGBT Americans Think, Act, Vote More Green than Others

http://www.businesswire.com/news/home/20091026005727/en

Half of LGBT Adults are "Concerned About Planet for Future Generations" compared
with 42% Heterosexuals
NEW YORK & WASHINGTON--(Business Wire)--
Two-thirds (66%) of lesbian, gay, bisexual and/or transgender adults, asked in a
new national survey conducted online, say that it is important to support
environmental causes, compared with 56% of non-LGBT adults. Three-quarters (75%)
of LGBT adults (compared with 53% of heterosexuals) believe global warming is
happening right now, and by more than two to one proportions, 39% of LGBT adults
say they have seen or read Al Gore`s "An Inconvenient Truth" while only 20% of
heterosexuals say they have seen or read it.

The new nationwide survey of 3,110 U.S. adults, (ages 18 and over), of whom 167
self identified as lesbian, gay, bisexual and/or transgender, was conducted
online between July 7 and September 8, 2009, by Harris Interactive, a global
market research and consulting firm, in conjunction with Witeck-Combs
Communications, Inc., a strategic public relations and marketing communications
firm with special expertise in the LGBT market.

While many more Americans are taking steps to protect the environment and reduce
their carbon footprint, there appears to be consistent gaps in attitudes between
individuals who self-identify as lesbian, gay, bisexual and/or transgender and
the attitudes of heterosexual respondents. For instance, one in five (21%) LGBT
adults agree with the self-label of "environmentalist," when contrasted with
just 13% of heterosexuals. The analysis of voting, purchasing and workplace
attitudes continues to highlight these gaps:

* 48% of LGBT adults say it is "very to extremely important" to consider
environmental issues when voting for a candidate, compared with 35% of non-LGBT
adults.
* 40% of LGBT adults also say it is "very to extremely important" to consider
environmental issues when buying and using products or services, compared with
26% of heterosexuals.
* 28% of LGBT adults report that also is "very to extremely important" to
consider environmental issues in choosing the company you work for or apply for
a job, compared with just 16% of non-LGBT adults who agree.

Bob Witeck, CEO of Witeck-Combs Communications, noted that LGBT responses also
reflect less cynicism and more trust across-the-board with the principles of
environmentalism. Witeck said, "When asked whether the media exaggerates
environmental issues, only 18% of LGBT adults agreed, compared with 31% of
heterosexuals, and when considering whether `going green` is just a marketing
tactic, 22% of heterosexuals think so, yet only 16% of LGBT adults agree."

"Most significant," Witeck added, "is the measure of global environmental
stewardship. Although LGBT households are not parenting as frequently as our
non-gay counterparts, 51% say they are concerned about the planet we are leaving
behind for future generations - compared with 42% of heterosexual adults. This
signals a very high sense of community and cooperation that many LGBT citizens
know first-hand."

Methodology

Harris Interactive conducted the study online within the United States between
July 7 and September 8, 2009, among 3,110 adults (ages 18 and over), of whom 167
self-identified as lesbian, gay, bisexual and/or transgender. Figures for age,
sex, race, education, region and income were weighted where necessary to bring
them into line with their actual proportions in the population. In addition, the
results for the gay and lesbian sample were weighted separately based on
profiles of the gay and lesbian population that Harris Interactive has compiled
through many different online surveys. Propensity score weighting also was used
to adjust for respondents` propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are
subject to multiple sources of error which are most often not possible to
quantify or estimate, including sampling error, coverage error, error associated
with nonresponse, error associated with question wording and response options,
and post-survey weighting and adjustments. Therefore, Harris Interactive avoids
the words "margin of error" as they are misleading. All that can be calculated
are different possible sampling errors with different probabilities for pure,
unweighted, random samples with 100% response rates. These are only theoretical
because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to
participate in Harris Interactive surveys. The data have been weighted to
reflect the composition of the adult population. Because the sample is based on
those who agreed to participate in the Harris Interactive panel, no estimates of
theoretical sampling error can be calculated.

About Harris Interactive

Harris Interactive is a global leader in custom market research. With a long and
rich history in multimodal research, powered by our science and technology, we
assist clients in achieving business results. Harris Interactive serves clients
globally through our North American, European and Asian offices and a network of
independent market research firms. For more information, please visit
www.harrisinteractive.com.

About Witeck-Combs Communications, Inc.

Witeck-Combs Communications, Inc. is the nation`s premier marketing
communications and consulting firm, specializing in developing and implementing
effective strategies reaching the gay and lesbian consumer market. With over 15
years experience in this unique market, Witeck-Combs Communications not only
serves as a bridge between corporate America and gay, lesbian, bisexual and
transgender consumers (GLBT), but also provides counsel to countless non-profit
organizations that aim to educate the public on gay and lesbian issues or to
better reach their GLBT membership.

In April 2003, American Demographics magazine identified Bob Witeck and Wes
Combs as two of 25 experts over the last 25 years who have made significant
contributions to the fields of demographics, market research, media and
trendspotting for their path breaking work on the gay and lesbian market, and in
2006 Bob Witeck and Wes Combs co-authored Business Inside Out: Capturing
Millions of Brand Loyal Gay Consumers (Kaplan Publishing), considered the
first-ever book on marketing insights, practical tips and strategies targeting
the gay, lesbian, bisexual and transgender market. They have appeared in
worldwide media outlets including Fortune, CNBC, CNN, Reuters, Associated Press,
Ad Age, New York Times and Washington Post. For more information visit
www.witeckcombs.com.

[J35204 - Q720, Q805, Q810, Q815]

Harris Interactive Inc. 9/09

TABLE 1

ATTITUDES TOWARDS ENVIRONMENTAL ISSUES

"How strongly do you agree or disagree with each of the following statements?"

Base: All adults

"Going Green" is just a marketing tactic It is important to support environmental causes
LGBT Non LGBT LGBT Non LGBT
Agree (NET) 16 22 66 56
Strongly agree 8 12 41 22
Agree 9 10 26 34
Somewhat Agree 24 25 23 30
Somewhat Disagree 15 20 3 7
Disagree 26 20 5 3
Strongly Disagree 18 12 3 3
Disagree (NET) 44 32 8 6

Global warming is happening right now The media exaggerate environmental issues
LGBT Non LGBT LGBT Non LGBT
Agree (NET) 75 53 18 31
Strongly agree 42 26 6 19
Agree 33 27 12 12
Somewhat Agree 19 22 21 22
Somewhat Disagree 3 9 16 17
Disagree 2 7 28 18
Strongly Disagree 2 10 16 11
Disagree (NET) 3 17 44 30

TABLE 2

PARTICIPATION IN ENVIRONMENTAL ACTIONS

"Which of the following statement describe you? Please select all that apply"

Base: All adults

LGBT Non LGBT
ANY (NET) 61 53
I have seen or read Al Gore`s "An Inconvenient Truth" 39 20
I actively seek out information about the environment and related issues such as climate change and conservation 24 20
I like to watch environmental programs on TV 38 35
I read one or more environmental publications every month 11 10
I visit environmental issues websites at least once a week 9 5
I have seen "Who Killed the Electric Car?" 9 8
I belong to an environmental or conservation organization 12 6
None of these 39 47

TABLE 3

SELF IDENTIFYING AS `GREEN`

"To what extent, if any, does each of the following statements describe you?"

Base: All adults

Describes Me Describes Me Very Well Describes Me Describes Me Somewhat Well Does Not Describe Me At All DESCRIBES ME VERY WELL/

Completely
Fairly Well
COMPLETELY (NET)
I am environmentally-conscious %
LGBT 13 25 24 28 10 38
Non LGBT 8 21 32 28 10 30
I am a conservationist %
LGBT 10 11 30 25 24 20
Non LGBT 6 12 28 30 25 17
I am an environmentalist %
LGBT 9 12 22 23 34 21
Non LGBT 4 8 20 27 41 13
I am `green` %
LGBT 7 13 30 28 22 20
Non LGBT 3 9 26 34 27 12
I am concerned about the planet we are leaving behind for future generations
LGBT 22 29 22 14 12 51
Non LGBT 17 25 28 20 10 42

TABLE 4

IMPORTANCE OF ENVIRONMENTAL ISSUES ON MAKING DECISIONS

"How important are environmental issues to you when it comes to making decisions
about …?"

Base: All adults

Extremely Important Very Important Fairly Important Somewhat Important Not at All Important Extremely or Very Important (NET)
How you vote for political candidates %
LGBT 20 27 19 20 13 48
Non LGBT 13 22 25 22 17 35
Which products or services you purchases %
LGBT 10 29 20 22 18 40
Non LGBT 7 19 30 28 16 26
What company or business you work for, or apply for a job at
LGBT 10 18 20 21 31 28
Non LGBT 5 11 25 27 33 16

Harris Interactive
Alyssa Hall, 212-539-9749
Corporate Communications
press@harrisinteractive.com
or
Witeck-Combs Communications
Bob Witeck, 202-887-0500 x19
info@witeckcombs.com

Copyright Business Wire 2009