LGBTQ+ Consumers Control $1.4 Trillion — and They’re Cutting Off Companies That Cut DEI

New research from the Human Rights Campaign Foundation and Community Marketing & Insights has found that LGBTQ+ consumers are choosing which companies to buy from based on the companies’ commitment to inclusion. 

In its “Pride in the Marketplace 2026” report released this week, the HRC Foundation — the nonprofit arm of the Human Rights Campaign — found that LGBTQ+ people have the spending power of $1.4 trillion annually in the U.S. 

“LGBTQ+ consumers are not a niche audience. They are a market force companies cannot ignore,” the organization states. 

The report found that 71.5% of queer consumers had reported buying fewer products from companies that they perceived to have lessened their commitment to DEI. Almost 70% said they refused to purchase from those companies at least some of the time, if not all the time. 

Conversely, the report indicates that queer consumers had reaffirmed their support of inclusive businesses. Around 70% said they had increased spending with businesses they believed were more supportive, and 65% said they had “intentionally” directed their buying to brands that were perceived to be 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,” HRC president Kelley Robinson said in a press release. 

The HRC Foundation says the report shows that businesses that are continuing to step back from inclusion will lose queer consumers.

The organization also points out that the research found decisions were being made based on consumer perceptions, not a company’s actual internal policies, overall record, etc. 

“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,” the report states.

Target, Amazon, Walmart, Home Depot, and Chick-fil-A were businesses that were frequently perceived as reducing support for LGBTQ+ people, the HRC Foundation found. Costco, Apple, Ben & Jerry’s, Delta, and Kroger were businesses associated with increased support. Companies that ranked the highest in perception of authentic support included Costco, Apple, Starbucks, Delta, and Subaru.

The organization recommended that companies can build queer consumer loyalty by consistent support that is communicated openly.

“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,” Robinson said.