Study: LGBT Consumers Change Shopping Habits Based on Brand Inclusivity

According to the new “Pride in the Marketplace 2026” report published by the Human Rights Campaign (HRC) Foundation in partnership with Community Marketing & Insights, LGBT consumers are actively changing their shopping habits based on companies’ public stances on inclusivity.

The study shows that 71.5% of surveyed LGBT consumers have started buying fewer products from companies that they believe have scaled back their commitments to diversity, equity, and inclusion (DEI). Meanwhile, 69.4% of respondents stated that they completely refuse to purchase from such brands at least some of the time.

On the other hand, 69.5% of respondents increased their spending at companies perceived as supportive of the LGBT community. About 65% of respondents purposefully choose brands that demonstrate a commitment to inclusivity.

The report notes that LGBT consumers are more than twice as likely as other shoppers to stop purchasing from companies that reduce their support for inclusivity. The purchasing power of the LGBT community is estimated at $1.4 trillion annually in the US and $3.9 trillion globally.

Among the brands most frequently associated by respondents with a perceived decrease in LGBT support are Target, Walmart, Amazon, Chick-fil-A, and Home Depot. At the same time, Costco, Apple, Starbucks, Delta, and Subaru were noted as companies that have increased or consistently maintained their support.

The report’s authors emphasize that the data primarily reflects consumer perception, which is shaped by corporate communications, public statements, and brand visibility, and does not necessarily reflect the internal policies of the companies.