From: NewNowNext
After scoring a 100 on the Human Rights Campaign’s annual Corporate Equality Index Rating, which seeks to rank companies based on how inclusive their workplaces are for members of the LGBT community, electric vehicle manufacturer Tesla was named the nation’s best brand for LGBT consumers, according to a YouGov BrandIndex survey.
The automotive brand, which was only added to BrandIndex’s list in March, easily topped the survey with a score of 35.8, placing it considerably higher than second place finisher Amazon at 26.9. The scores are based on a number of factors, including the installment of workplace non-discrimination protections, domestic partner benefits, trans-inclusive health benefits and vocal public support of the LGBT community.
“It’s impressive to see Tesla take the top spot so quickly and by no small lead,” says YouGov BrandIndex CEO Ted Marzilli. “Like the others on this list, they are a company where action speaks louder than words, from high-ranking LGBT hires to active participation in pride parades. In a year when anti-gay and transgender state legislation became a hot-button topic, it really brought into focus what these companies stand for.”
In addition to Tesla and Amazon, YouTube, Netflix and PBS rounded out the top five companies, with Trader Joe’s, Costco, Samsung, Google and HBO making it into the top ten. To fully assess the LGBT consumer perception of the brands, YouGov BrandIndex conducts over 1.5 million phone interviews over the course of the year in addition to monitoring a brand’s actions on the internet.
Once the data is collected, scores range from 100 to -100 with a 0 indicating a neutral position. That being said, if a company scores a 35, as Tesla did, more than 35% of LGBT consumers said they felt positively about the brand.
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