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72% of LGBTQ+ consumers buy less from firms scaling back diversity efforts, shifting loyalty to more inclusive brands.

Market News
17 Jun 2026
CNBC
View Source
Neutral
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A new survey by the Human Rights Campaign Foundation reveals that 72% of LGBTQ+ consumers reduce spending on companies perceived to be cutting back on diversity, equity, and inclusion (DEI) commitments. Target, Walmart, and Amazon are among the most cited companies losing support, while Costco, Apple, and Kroger are gaining loyalty for their DEI efforts. This shift matters as LGBTQ+ consumers represent $1.7 trillion in U.S. economic power. Companies maintaining consistent DEI policies tend to retain trust and spending from this community, highlighting the importance of transparency and clear stances on inclusion.

More News (TGT)

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