LGBTQ+ consumers cut support to less-inclusive firms, report finds

Another 69.4% are refusing purchases from those businesses altogether at least some of the time.

By contrast, 69.5% of LGBTQ+ consumers are increasing their spending on businesses that they believe are supportive of inclusion, while 65% are intentionally directing purchases toward brands committed to the said value.

“Consumers are rewarding companies they see stand by their values and turning away from those who retreat under pressure,” 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.”

A problem in inclusion transparency

LGBTQ+ consumers represent more than $1.4 trillion in annual purchasing power in the United States alone, rising to more than $3.9 trillion globally.