LGBTQ+ consumers spend about $1.4 trillion in the U.S. annually and $3.9 trillion globally, but about 70% are spending their money with businesses that they see supporting the community — and an almost equal amount are avoiding companies they see as reducing their inclusion commitments — according to a new report released on Tuesday by the Human Rights Campaign (HRC) Foundation and Community Insights, a data research company that specializes in understanding queer consumer habits.
The HRC Foundation’s Pride in the Marketplace 2026 consumer report found that 79.3% of LGBTQ+ adults hold favorable views of diversity, equity, and inclusion (DEI) efforts. But some brands have scaled back the public visibility of their DEI commitments to avoid political and legal attacks on companies that visibly embrace DEI initiatives.
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“The result is a growing gap between what companies intend to communicate and what consumers believe they are saying,” the report states. “That gap has consequences for trust.”
The report also found 71.5% of LGBTQ+ consumers buy fewer products from companies perceived as reducing inclusion commitments. Conversely, 69.5% increase spending with companies they perceive as supporting such commitments.
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Furthermore, 69.4% said they sometimes refuse to buy from companies that they see as reducing their inclusivity commitments, and 65% said they intentionally buy from brands committed to inclusion.
LGBTQ+ consumers were more than twice as likely as non-LGBTQ+ consumers to refuse purchases from companies that reduce their inclusivity commitments. LGBTQ+ consumers were also nearly twice as likely as non-LGBTQ+ consumers to intentionally support and increase spending with companies perceived as being committed to inclusion.
“Consumer reactions to perceived retreat often exceed the rewards of perceived support,” the report states. “Trust takes years to build and can be lost when consumers see a disconnect between a company’s values and its actions.”
Interestingly, the report emphasized that the above statistics address consumer perceptions, “not necessarily a company’s full record, internal policies, or long-term commitment to LGBTQ+ inclusion.”
“Consumers often rely on corporate communications, public statements, community partnerships, and brand visibility to understand how a company is engaging with issues that matter to them,” the report stated. “When those signals become less visible or more difficult to interpret, consumers are left with fewer reference points for evaluating a company’s priorities and commitments. As a result, uncertainty can influence perceptions just as strongly as explicit messaging.”
The five brands most frequently associated with a perceived reduction in support for LGBTQ+ inclusion among survey respondents were Target, Walmart, Amazon, Chick-fil-A, and Home Depot. The brands associated with increased support for LGBTQ+ inclusion were Costco, Apple, Starbucks, Delta, and Subaru, especially since consumers have perceived them as pursuing authentic LGBTQ+ inclusion over many years, the report explained.
“The companies earning the strongest support are not necessarily those making the loudest statements,” the HRC Foundation said. “They are the ones consumers believe are showing up consistently, communicating clearly, and aligning their actions with their values.”
“This report isn’t a warning for corporations — it’s an opportunity and a reminder that LGBTQ+ consumers and our allies are ready to spend with you, work for you, and grow with you for decades to come,” said HRC President Kelley Robinson. “The data is clear: authenticity and consistency build community trust with brands. Companies that embrace that playbook earn lasting loyalty, stronger reputations, and better long-term business results.”
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