Shoppers are rewarding brands that actually show up , and quietly punishing those that don’t. New HRC data reveals who queer consumers are buying from, who they’re avoiding, and why consistent, authentic inclusion now drives real spending decisions.

Essential Takeaways

  • Big spending power: LGBTQ+ consumers account for roughly $1.4 trillion in U.S. purchases and $3.9 trillion globally, and many use that power to back inclusive brands.
  • Perception matters: About seven in ten queer shoppers increase or decrease spending based on whether a company seems committed to inclusion.
  • Trust gap is real: Companies that downplay DEI face an erosion of trust even if internal policies remain supportive.
  • Winners and losers: Brands seen as consistent, Costco, Apple, Starbucks, Delta, Subaru, gain loyalty; those perceived to retreat, Target, Walmart, Amazon, Chick-fil-A, Home Depot, lose patronage.
  • Simple signals count: Public communications, partnerships and visible actions shape buying choices more than one-off statements.

What the new HRC report actually shows about queer shoppers

The headline is blunt: LGBTQ+ consumers notice when brands pull back on visible support, and they vote with their wallets. The Human Rights Campaign Foundation’s Pride in the Marketplace 2026 research links attitudes to actions , roughly 70% of queer adults say they cut purchases from companies they see as reducing inclusion, and a similar share boost spending with companies they perceive as supportive. That’s a sensory, financial nudge brands can’t ignore.

Backstory: this comes as some companies have quietly scaled down public DEI visibility to avoid political backlash. According to HRC, that decision creates a “trust gap” between what firms intend to say and what consumers hear , and trust, once lost, is slow to rebuild.

Which brands are gaining loyalty , and why consistency beats noise

Consumers identify Costco, Apple, Starbucks, Delta and Subaru as companies that have earned trust through steady, visible support over time. It’s not about flash campaigns; it’s about a felt consistency , sponsorships, workplace policies, inclusive advertising and community ties that add up.

Practical takeaway: if you’re shopping for goods or services, look for repeated signals across multiple years and channels. A single Pride campaign won’t convince; longevity does.

Who’s on the losing side , perception of retreat has real consequences

On the flip side, Target, Walmart, Amazon, Chick-fil-A and Home Depot were frequently named as brands perceived to be retreating. Even when a firm’s internal policies haven’t changed, less visible public engagement can prompt buyers to step away.

Context: Reuters-style reporting of shifts in corporate PR strategies shows many firms have reduced external DEI visibility to avoid political attacks. The HRC analysis suggests that retreat risks alienating the very customers many companies depend on.

How companies can close the trust gap without courting controversy

The report underlines a simple rule: clarity and consistency beat silence. Industry guidance from HRC and workplace-equality leaders points to three practical moves , keep public messaging steady, sustain community partnerships, and ensure internal policies match external claims.

A useful tip for employers and brands: invest in measurable actions people can see, such as long-term sponsorships, transparent reporting and employee programmes. Consumers don’t just read press releases; they watch how brands act year after year.

What this means for shoppers and allies

For shoppers, the report arms you with a new lens: perception around inclusion matters as much as policy. If you want your spending to reflect values, look beyond one-off gestures to brands that show up consistently and transparently.

And for companies, HRC’s message is firm: authentic inclusion is good business. Brands that treat queer consumers as long-term partners , not messaging targets , are likelier to build loyal customers and healthier reputations.

It's a small change in behaviour that can make every purchase feel more aligned with your values.

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