New Data: Companies Viewed as Retreating from Inclusion Risk Losing LGBTQ+ Customers at Twice the Rate of Other Consumers

WASHINGTON, D.C. — As companies across the nation make high-stakes decisions about how – or whether – to engage with LGBTQ+ communities this Pride Month and beyond, new research from the Human Rights Campaign Foundation makes the economic stakes unmistakably clear: LGBTQ+ consumers are watching, and spending accordingly. With more than $1.4 trillion in annual U.S. spending power and more than $3.9 trillion globally, LGBTQ+ consumers are not a niche audience. They are a market force companies cannot ignore. 

The HRC Foundation Pride in the Marketplace 2026 consumer report found that: 

• 71.5% of LGBTQ+ consumers report buying fewer products from companies perceived as reducing inclusion commitments.
• 69.4% report refusing purchases from those businesses altogether at least some of the time.
• 69.5% report increasing spending with businesses they perceive as supportive.

• 65.0% report intentionally directing purchases toward brands committed to inclusion.

   

“Consumers are rewarding companies they see stand by their values and turning away from those who retreat under pressure. 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 builds community trust with brands. Companies that embrace that playbook earn lasting loyalty, stronger reputations, and better long-term business results. That’s why businesses have turned to HRC and CMI’s research and counsel for decades.”

The findings arrive at a moment when companies are navigating a hostile political environment alongside regulatory uncertainty while trying to remain competitive in the market. To the detriment of brand credibility and consumer trust, a number of companies have scaled back on publicizing such commitments. For those businesses, this new survey data offers a sobering reality check: consumers are interpreting reduced visibility as a retreat from transparency and values – and responding accordingly with their spending. 

Compared with non-LGBTQ+ consumers, LGBTQ+ consumers were:

• More than 2x as likely to refuse purchases from companies perceived as reducing inclusive commitments to the community.
• More than 2x as likely to buy fewer products from those businesses. 
• Nearly 2x as likely to intentionally support companies committed to inclusion. 
• Nearly 2x as likely to increase spending with businesses perceived as aligned with inclusion.

Importantly, these findings are rooted in consumer perceptions — not necessarily a company's full record, internal policies, or long-term commitment to LGBTQ+ inclusion. In many cases, the greatest opportunity for businesses may be closing the gap between the work they are doing internally and what consumers understand about those efforts externally. 

The brands identified by respondents reflect decades-long relationships between major companies and LGBTQ+ consumers, many of whom are paying close attention to how brands are navigating the challenges of 2026. These findings should not be interpreted as a definitive assessment of any company's overall commitment to LGBTQ+ inclusion. Rather, they offer a snapshot of how consumers currently perceive and respond to corporate actions, communications, and public engagement.

Among the brands respondents most frequently associated with perceived reduced support for LGBTQ+ inclusion, Target, Walmart, Amazon, Chick-fil-A, and Home Depot were cited most often. Conversely, Costco, Apple, Ben & Jerry's, Delta, and Kroger were among the brands associated with increased support, while Costco, Apple, Starbucks, Delta, and Subaru ranked highest for perceptions of authentic LGBTQ+ inclusion over many years.

For businesses looking to strengthen trust, deepen customer loyalty, and grow market share, the findings point to a significant opportunity. The companies earning the strongest support are not necessarily those making the loudest statements — they are the ones consumers believe are showing up consistently, communicating clearly, and aligning their actions with their values. At a moment when many consumers are searching for signals of authenticity, companies that close perception gaps, support LGBTQ+ communities, and maintain meaningful engagement with trusted partners have an opportunity to build lasting relationships with one of America's most influential consumer constituencies.

Read the full report here. 

Press inquiries should be directed to press@hrc.org.