A leading market research company has released a report examining which companies are perceived to be the most supportive of the LGBT community.
Unlike the HRC Corporate Equality Index, which examines company policy toward LGBT employees, the study put out by YouGov examines the “buzz” surrounding various corporation’s positions.
Some 16,000 LGBT Americans were asked “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?”
Respondents could assign a company anywhere from a 100 to -100 score, with zero representing a neutral position.
Amazon was at the top of the list, with Apple in second place.
Amazon Prime produced the groundbreaking series Transparent, and the company filed an amicus brief this year encouraging the Supreme Court to rule for same-sex marriage.
Meanwhile Apple CEO Tim Cook came out in 2014 and has spoken out about workplace discrimination and marriage equality.
The iPhone itself actually landed in third place, as respondents were allowed to cite specific products.
The top ten brands which made the biggest perception gains with LBGT consumers overall since last June are, in order, General Motors, Apple, iPhone, Chevrolet, Allstate, Toyota, Blackberry, Mobil, Subway and McDonald’s.
Chevrolet has been notable in featuring same sex families in its ads since the Sochi Winter Olympics. One year ago, Allstate released a short animated music video as part of its LGBT “Out Holding Hands” campaign.
Check out the top 10 spots in YouGov’s annual BrandIndex poll below.
10. Panera Bread