LGBTQ+ consumers are increasingly adjusting their purchasing habits based on companies’ diversity, equity, and inclusion (DEI) policies, according to findings from the Human Rights Campaign Foundation. Released on Wednesday, the research indicates that approximately 72% of LGBTQ+ respondents have reduced their spending on brands they view as lacking in diversity commitments. Nearly 70% reported occasionally refusing to buy from such companies.
Target, Walmart, Amazon, Chick-Fil-A, and Home Depot emerged as the brands most often associated with reduced spending. In contrast, nearly 70% of LGBTQ+ consumers indicated they favor companies that demonstrate strong DEI support, citing Costco, Apple, Ben & Jerry’s, Delta Air Lines, and Kroger as those deserving of increased patronage.
Jonathan Lovitz, a spokesman for the Human Rights Campaign, stated that consumers prioritize transparency over perfection in a company’s diversity efforts. He emphasized a disconnect between perceived and actual DEI practices within corporations. The survey, conducted from September 29 to October 27 among approximately 15,000 U.S. adults, found significant trends as many companies have recently scaled back DEI initiatives or altered their participation in the Corporate Equality Index. This decline was stark among Fortune 500 companies, with participation dropping from 377 in 2025 to 131 in 2026.
As the estimated economic contribution of LGBTQ+ consumers exceeds $1.7 trillion, companies like Amazon have communicated their commitment to fostering diverse environments for both employees and customers. Following the survey, Amazon highlighted its ongoing efforts to support employee growth and community engagement.
Companies are navigating consumer sentiment that is increasingly responsive to their DEI policies, illustrating a marketplace where values can significantly influence purchasing decisions.
Why this story matters
- The shifting consumer preferences underscore the critical importance of DEI policies in brand loyalty among LGBTQ+ shoppers.
Key takeaway
- Brands that demonstrate a commitment to diversity and inclusion are more likely to attract and retain LGBTQ+ consumers.
Opposing viewpoint
- Some may argue that consumer backlash based on DEI policies can unfairly penalize companies for their initiatives or decisions.
