LGBTQ+ consumers redraw brand loyalty amid DEI debate: Survey

A new report from the Human Rights Campaign Foundation indicates a significant shift in consumer behaviour, revealing that LGBTQ+ shoppers in the United States are increasingly recalibrating brand loyalty in response to corporate diversity, equity and inclusion (DEI) policies.

Published earlier, the findings show that nearly 72% of LGBTQ+ respondents have reduced purchases from companies they perceive as retreating from DEI commitments, signalling a growing accountability-driven consumer trend. Additionally, around 70% reported actively boycotting such brands at least occasionally.

The study identified several major corporations most frequently associated with declining consumer spending, including Target, Walmart, Amazon, Chick-fil-A, and Home Depot brands that respondents linked to perceived dilution or rollback of inclusion-focused initiatives.

Conversely, the data highlights a strong “reward effect” for companies viewed as DEI-aligned. Nearly 70% of LGBTQ+ consumers said they deliberately increase spending with brands they consider inclusive. Companies most frequently cited in this category included Costco, Apple, Ben & Jerry’s, Delta Air Lines, and Kroger.

Human Rights Campaign spokesperson Jonathan Lovitz emphasised that consumers are demanding not perfection but transparency, consistency, and accountability from corporations. He noted that “there is a widening gap between public perception and internal corporate practices,” underscoring the importance of clear communication on DEI strategies.

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The survey, conducted between September 29 and October 27, sampled approximately 15,000 U.S. adults, including around 10,000 LGBTQ+ respondents and 5,000 non-LGBTQ+ participants, offering one of the most comprehensive snapshots of consumer sentiment in recent years.

The findings arrive amid a broader corporate retreat from visible DEI initiatives, with several companies scaling back programmes or reducing participation in the Human Rights Campaign’s Corporate Equality Index, a long-established benchmark for workplace inclusion.

Participation among Fortune 500 firms has reportedly plummeted by 65%, dropping from 377 companies in 2025 to just 131 in 2026, signalling a notable institutional shift.

The National LGBT Chamber of Commerce estimates that LGBTQ+ consumers represent a staggering $1.7 trillion economic force, highlighting their substantial influence on market dynamics and corporate strategy.

Corporate responses remain mixed. Amazon stated that it continues to prioritise employee development and inclusive opportunities while serving a diverse customer base. Other companies referenced in the report did not immediately respond to requests for comment.

The report also revisits evolving consumer reactions toward Target, which has faced polarized responses from both conservative and liberal shoppers over its DEI stance and Pride merchandise decisions.

Despite this volatility, the retailer recently posted its first positive same-store sales growth in five quarters and continues to maintain selective LGBTQ+ partnerships, including sponsorship of NYC Pride 2026.

Meanwhile, Costco emerged as the most frequently cited brand benefiting from increased consumer loyalty, reflecting sustained trust from LGBTQ+ shoppers.

The company has consistently upheld its DEI commitments, with shareholders recently rejecting proposals aimed at reassessing its diversity policies.

Overall, the study underscores a defining market trend: long-term brand equity within LGBTQ+ communities is increasingly anchored in institutional consistency, ethical positioning, and perceived authenticity, rather than short-term marketing narratives.