Environmental Advocacy Grows Stronger for LGBT Americans

NEW YORK, and WASHINGTON, Dec. 15, 2010 /PRNewswire/ -- As all Americans consider their environmental attitudes, a national survey released today by Harris Interactive shows that lesbian, gay, bisexual and/or transgender (LGBT) adults, especially, are accelerating their personal commitment to pro-environmental issues.

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A majority (55%) of all LGBT adults, when asked if they "personally care a great deal about the current state and future of the environment," say this statement describes themselves completely or very well – a description that characterizes just one-third (33%) of heterosexual American adults.  When all are asked if they "encourage others to be more environmentally friendly," four out of ten (40%) LGBT adults say that statement also describes them completely or very well, while only twenty-four percent (24%) of heterosexual adults concur.

The new nationwide survey of 2,352 U.S. adults (ages 18 and over), of whom 347 self-identified as lesbian, gay, bisexual and/or transgender (LGBT), was conducted online between November 8 and November 15, 2010, 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.  

In a year-over-year contrast, nearly half (47%) of LGBT adults, when asked about their environmental attitudes today, say that being "environmentally conscious" either describes themselves completely or very well.  That new benchmark shows a marked increase from a 2009 poll that found just 38% of LGBT adults felt this described them completely or very well.  In contrast, in this year's survey, 28% of heterosexual adults say that being "environmentally conscious" describes themselves completely or very well (while a similar 30% of heterosexuals applied that self-label in 2009.)

As more Americans take steps to understand and protect the environment, there now appear to be widening gaps in attitudes between LGBT Americans and their heterosexual counterparts.  For instance, one in three (35%) LGBT adults state that the self-label of "environmentalist" describes their identities completely or very well, when contrasted with just 15% of heterosexuals who believe this self-label fits themselves that same way.

When asked specifically about voting, purchase decisions, and workplace attitudes, these gaps become more evident.

• 45% of LGBT adults say it is "very to extremely important" to consider environmental issues when voting for a candidate, compared to 27% of non-LGBT adults.  
• Nearly one in two (48%) LGBT adults also say it is "very to extremely important" to consider environmental issues when buying and using products or services, compared to 25% of heterosexuals.
• One in four (25%) LGBT adults report that it is also "very to extremely important" to consider environmental issues in choosing the company you work for or apply for a job, compared with just 17% of heterosexual adults who agree.

Bob Witeck, CEO of Witeck-Combs Communications, noted that environmentalism seems to be growing more deeply ingrained among LGBT adults:  "Trends we've witnessed over the past few years consistently highlight the awareness and commitment that LGBT people tend to show environmental practices.  Across-the-board, the community gravitates towards the concept of stewardship and commitment to a 'green' future for all Americans."

Methodology

Harris Interactive conducted the study online within the United States between November 8 and 15, 2010, among 2,352 adults (ages 18 and over), of whom 347 self-identified as lesbian, gay, bisexual and/or transgender. We over-sampled gay men and lesbians in order to allow for more detailed analysis of these groups.

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.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

About Harris Interactive

Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what's next. 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 17 years experience in this unique market, Witeck-Combs Communications not only serves as a bridge between corporate America and lesbian, gay, bisexual and transgender consumers (LGBT), 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 LGBT 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 LGBT 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

SOURCE Harris Interactive

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