Eighty-eight percent of LGBTQ+ respondents aware of corporate pullbacks; 75% will reduce or stop purchasing from companies that retreat from inclusion commitments.
A comprehensive new survey conducted by the National LGBT Media Association (NGMA) reveals that LGBTQ+ consumers are highly aware of recent corporate shifts away from diversity and inclusion initiatives and are prepared to take decisive economic action in response.
The survey of over 400 LGBTQ+ consumers, conducted throughout May 2025, found that an overwhelming 88% have noticed companies reducing or pausing their LGBTQ+ support in marketing, advertising, or DEI initiatives over the past year. More significantly, the findings demonstrate that this awareness is translating into concrete purchasing decisions that could impact corporate bottom lines.
Economic Consequences Are Real and Immediate
When asked about their purchasing behavior, 75% of respondents indicated they would either stop buying entirely or reduce spending with companies that scale back LGBTQ+ marketing or diversity initiatives. Additionally, 85% said they actively support competitors who maintain their LGBTQ+ commitments, creating a clear competitive advantage for companies that remain steadfast in their inclusion efforts.
The survey also revealed strong consumer expectations for corporate courage: over 90% of respondents are more likely to purchase from companies that both advertise to LGBTQ+ audiences and actively advocate for policies protecting LGBTQ+ rights, even in the face of potential backlash.
"I have read a lot of surveys and when you get to near 90% on anything, it is reason for concern," said Todd Evans of Rivendell, an LGBTQ+ advertising agency and NGMA member. "These statistics are nothing to laugh at, especially when you consider that the reduction in presence to the LGBTQ+ consumer seems to be just a knee-jerk reaction to a short-term political administration. People remember companies that failed to act properly, and they have long memories, especially when the cause is near and dear to them like their own personal identity."
"The corporate reticence has been palpable in our newsroom — we're seeing major advertisers pull back from Pride sponsorships and LGBTQ+ marketing," said Benjamin Jenkins, Publisher of Pride Source Media. "But what's fascinating is how quickly local businesses are recognizing the opportunity these national corporations are leaving on the table. Smart local businesses are stepping up their LGBTQ+ outreach right now, knowing they can capture market share and build incredible loyalty while their bigger competitors retreat."
It's classic contrarian investing — when others are selling out of fear, savvy investors are buying in, investing in authentic relationships with a community that has tremendous spending power and brand loyalty.
A Market That Demands Attention
The economic implications are substantial. The LGBTQ+ community represents $1.4 trillion in U.S. purchasing power, according to recent Human Rights Campaign data, with global LGBTQ+ purchasing power reaching $3.7 trillion annually. If the global LGBTQ community were a country, it would represent the fourth-largest economy in the world.
The survey findings suggest this economic influence will only grow, as nearly 30% of Gen Z adults identify as LGBTQ+, representing the future of American spending power.
Long-Term Business Consequences Expected
Respondents also demonstrated a clear understanding of market dynamics: 85% expect companies to face long-term business consequences for scaling back their LGBTQ+ support, with the majority believing these companies will lose both LGBTQ+ customers and their allies.
Look no further than Target for proof — after rolling back its DEI programs, the retailer has watched its stock plummet nearly 34% since January and hit five-year lows while foot traffic dropped nearly 10%, creating a cautionary tale about the cost of retreating from community commitments and proving that authentic community support isn't just the right thing to do, it's smart business strategy in today's marketplace.
When it comes to Pride sponsorships specifically, the data shows lasting impact on brand perception. Among respondents whose companies previously sponsored Pride events but are no longer planning to do so, over 60% said they will either actively avoid the company's products or that it negatively affects their perception.
Beyond Passive Consumption: Active Advocacy
The survey revealed that LGBTQ consumers are willing to go beyond personal purchasing decisions to drive change. When companies reduce LGBTQ support, respondents indicated they would:
- Stop buying products/services (85%)
- Voice concerns on social media (65%)
- Sign or support petitions advocating for corporate LGBTQ+ inclusion (70%)
- Actively support competitors who maintain LGBTQ+ commitments (85%)
Only a small fraction (under 10%) indicated they would take no action in response to corporate retreats from LGBTQ+ support.
The survey was conducted throughout May 2025 among NGMA member channels, collecting responses from over 400 LGBTQ+ consumers across various demographics. The research was designed to understand consumer sentiment and purchasing behaviors in light of recent corporate actions around diversity and inclusion initiatives.
The National LGBT Media Association (NGMA) works with organizations across the country to help them effectively market to the LGBTQ+ community. NGMA's 12 publications have a collective readership of over 400,000 in print and 1.1 million online, providing brands with comprehensive access to LGBTQ+ consumers through a single insertion order.
