LGBTQ+ shoppers are making it clear that corporate silence and DEI rollbacks are not staying inside boardrooms. New research from the Human Rights Campaign Foundation found that 71.5% of LGBTQ+ consumers are buying fewer products from companies they believe have reduced diversity and inclusion commitments, while 69.4% said they have refused purchases from those businesses at least some of the time.
The companies most often named by respondents for reduced spending were Target, Walmart, Amazon, Chick-Fil-A and Home Depot. Meanwhile, Costco, Apple, Ben & Jerry’s, Delta Air Lines and Kroger were most often named by consumers who said they increased spending with companies viewed as supportive of inclusion.
That makes the issue bigger than a public relations cycle. The National LGBT Chamber of Commerce reports that LGBTQ-owned businesses contribute $1.7 trillion to the U.S. economy, and HRC’s survey suggests LGBTQ+ consumers are also using their own wallets to reward or punish brands.
“Consumers aren’t asking the brand to be perfect they’re asking them to be transparent and clear on where they stand,” said Human Rights Campaign spokesman Jonathan Lovitz.
“There is a gap to close between perception and what you’re doing inside,” he said.
The backlash lands as major companies face pressure over how they discuss DEI publicly. HRC’s 2026 Corporate Equality Index reported a 65% drop in Fortune 500 participation, falling from 377 companies in 2025 to 131 in 2026. The organization said the decline reflects reduced transparency from some employers, not necessarily proof that all workplace inclusion policies were removed.
Amazon responded by saying it is still supporting workers and serving a diverse customer base.
“We’ve continued to support our employees with opportunities that allow them to grow, thrive and connect internally and in their communities,” said a company spokesperson told CNBC.
Target shows how complicated the customer response has become. CNBC reported that self-identified Republicans reduced spending at Target during the 2023 controversy over Pride merchandise, while self-identified Democrats pulled back in early 2025 after the company rolled back several DEI initiatives.
On the flip side, Costco has become a case study in consistency. The retailer was the most cited company among survey respondents who said they increased spending, and shareholders previously voted against a proposal calling for a review of DEI-related risks.
“Companies who have the longest run of trust with customers in the [LGBTQ+] community is they didn’t change anything about what they were doing but remained consistent,” said Lovitz.
For brands trying to play both sides, the message is getting harder to dodge: consumers are watching the policy moves, the public statements and the silence.
I’m a gay man. but think the HRC loses a little bit of credibility if it praises companies that notoriously overwork workers or use child labor in their supply chains.
The diversity policies are good, but maybe we shouldn’t lose sight of our namesake here. Human Rights Campaign.