As companies and politicians take aim at Diversity, Equity and Inclusion (or DEI) initiatives, two new studies have shown that anyone going out of their way to exclude the queer community is leaving money on the table.
And a lot of it.
Both Q.Digital and The Human Rights Campaign released studies this past summer highlighting just how much brands are hurting their own self interests by rolling back support for LGBTQ+ consumers and other DEI initiatives.
Q.Digital—the publication network supporting Queerty, OutSports, INTO, and So.Gay—recently surveyed around 900 readers about their spending habits. They found that 86% of those polled intentionally spent less of their hard-earned dollars on brands that rolled back DEI efforts, while 84% put more money toward companies who were loud and proud with their support.
The survey also found that 97% of those polled said, when it comes to household products like cleaning supplies or paper towels, they would pay slightly more to support a brand that has been consistent with its own support of the LGBTQ+ organizations and media. Additionally, 78% said that support is more important to them than potential savings or additional features when deciding between brands.
Those surveyed also reported having more trust in brands that advertise in LGBTQ+ media, an area of the ever-fractured media landscape where 95% of those polled felt safest.
HRC, meanwhile, laid out just how valuable the LGBTQ+ audience is—saying the community has more than $1.4 trillion in annual spending power in the U.S. alone, and more than $3.9 trillion around the globe.
“They are a market force companies cannot ignore,” concluded their Pride in the Marketplace 2026 consumer report.
HRC’s breakdown found that 71.5% of consumers surveyed reported spending less of their money on companies they believed were backing off from their inclusion commitments. 69.4%, meanwhile, said they stopped buying altogether from businesses perceived as rolling back support for at least a period of time.
On the flip side, 69.5% reported spending more money with businesses they deemed supportive, while 65% went out of their way to buy from brands doubling down on their DEI efforts.
As for which brands those polled felt were reducing their support for inclusion, the most frequently named companies included Target, Walmart, Amazon, Chick-fil-A, and Home Depot.
Meanwhile, respondents felt brands like Costco, Apple, Ben & Jerry’s, Delta, and Kroger were increasing inclusion support. Overall, Costco, Apple, Starbucks, Delta, and Subaru were seen as having the most authentic—and consistent—inclusion efforts.
“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 statement.
“The data is clear: authenticity and consistency builds community trust with brands,” added Robinson. “Companies that embrace that playbook earn lasting loyalty, stronger reputations, and better long-term business results.”
