Shoppers are voting with their wallets as new research shows LGBTQ+ consumers favour brands they perceive as committed to inclusion; this piece looks at which companies are gaining or losing support and why authentic, consistent messaging matters for long-term loyalty.

Essential Takeaways

  • Big spending power: LGBTQ+ consumers represent about $1.4 trillion in annual U.S. spending, so their preferences matter.
  • Perception rules: Many buyers act on how a brand is seen, not solely on its internal policies or history.
  • Winners and losers: Companies like Costco and Apple score well for perceived support, while Target, Amazon and Chick‑fil‑A are often seen as retreating.
  • Tangible behaviour: Around 70% of queer shoppers say they’ve increased spending with brands they view as inclusive; about 71% cut back when they think support has weakened.
  • Practical move: Clear, consistent communication about inclusion is the simplest way for brands to win trust and repeat custom.

Why perception, not paperwork, is the deciding factor now

Perception is powerful, and in the marketplace it’s often more immediate than internal policy. The Human Rights Campaign Foundation’s new Pride in the Marketplace 2026 report shows shoppers are making buying decisions based on whether companies look like they stand for inclusion. That means a PR statement, a Pride campaign or visible leadership support can matter as much as the employee handbook. For consumers who feel seen, the emotional payoff, trust, safety, belonging, translates into repeat purchases.

Who’s being rewarded , and who’s being shunned

The report highlights a clear split. Brands such as Costco, Apple, Ben & Jerry’s, Delta and Kroger are commonly associated with increased support and gain loyalty, while Target, Amazon, Walmart, Home Depot and Chick‑fil‑A are often perceived as stepping back. That pattern has real consequences: HRC data suggests companies perceived to be retreating risk losing queer customers at roughly twice the rate of other consumers. For brands, that’s not just optics; it’s a revenue issue.

How shoppers actually change their behaviour

This isn’t passive sentiment. Roughly seven in ten LGBTQ+ consumers say they’ve upped spending with businesses they see as inclusive, and similar numbers have intentionally directed their purchases away from companies they perceive as less committed. So if you’re a brand manager wondering whether to pivot, remember people are already acting: boycotts, reduced basket size or simple brand switching are common responses. Practical advice for companies is straightforward, don’t assume quiet or gradual rollbacks will go unnoticed.

What authentic support looks like , beyond token gestures

Authenticity and consistency top the list of what builds trust. The HRC suggests that visible, ongoing commitments, internal policies, community partnerships, consistent public messaging, are what create durable loyalty. A one‑off Pride logo on a product will get attention, but companies that back it up with hiring practices, benefits and political engagement tend to be the ones shoppers stick with. For consumers, the simplest guide is to look for coherence across a brand’s actions, not just the seasonal headlines.

Navigating backlash and the political noise

Brands are operating in a noisier political environment, where pushback against DEI initiatives can be loud and organised. Campaigns and media coverage can rapidly shift public perception, and not always in proportion to actual policy changes. That’s why clarity matters: explain what you do, why you do it, and keep doing it. For shoppers, that means paying attention to patterns over time, how a company reacts when under pressure reveals more than a glossy marketing campaign ever will.

It's a small change that can make every purchase feel like a vote for the kind of world you want to live in.

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