Target, Walmart and Amazon among brands losing LGBTQ+ consumer spending, new survey says

LGBTQ+ customers are shifting their model loyalties primarily based on corporations’ range, fairness and inclusion insurance policies, in accordance with new analysis from the Human Rights Marketing campaign Basis.

The findings launched Wednesday discovered that almost 72% of LGBTQ+ customers say they purchase fewer merchandise from corporations they understand as “decreasing range and inclusion commitments.” Practically 70% additionally stated they’ve refused purchases from these companies not less than a few of the time.

The 5 corporations these respondents most ceaselessly linked to decreased spending had been Goal, Walmart, Amazon, Chick-Fil-A and House Depot.

Alternatively, HRC’s survey discovered practically 70% of LGBTQ+ customers are additionally rewarding corporations they view as supportive of range and inclusion. Costco, Apple, Ben & Jerry’s, Delta Air Strains and Kroger had been the 5 corporations most ceaselessly cited as recipients of upper spending.

“Customers aren’t asking the model to be good they’re asking them to be clear and clear on the place they stand,” stated Human Rights Marketing campaign spokesman Jonathan Lovitz.

“There’s a hole to shut between notion and what you are doing inside,” he added.

HRC’s survey comes as a rising variety of corporations have scaled again range initiatives, modified public-facing DEI packages or ended participation within the group’s annual Company Equality Index. Earlier this yr, HRC reported a pointy decline in participation within the index, a benchmark that has lengthy measured office insurance policies and advantages for LGBTQ+ staff. Participation among Fortune 500 corporations fell 65% from 377 corporations in 2025 to 131 in 2026.

The Nationwide LGBT Chamber of Commerce estimates LGBTQ+ customers signify greater than $1.7 trillion to the U.S. financial system.

In response to the survey, Amazon informed CNBC it’s fostering alternatives for workers and serving a various buyer base.

“We have continued to help our staff with alternatives that permit them to develop, thrive, and join internally and of their communities,” stated an organization spokesperson.

The opposite corporations talked about within the survey didn’t instantly remark.

U.S. consumers have more and more mobilized for or towards corporations primarily based on their DEI insurance policies. Goal, as an illustration, has confronted consumer backlash from either side of the political spectrum over its method and was probably the most cited firm among survey respondents who stated they decreased their spending.

Self-identified Republicans decreased spending at Goal through the summer time of 2023 following controversy surrounding the retailer’s Satisfaction Month merchandise show, in accordance with spending knowledge from Consumer Edge. In early 2025, spending among self-identified Democrats additionally declined after the corporate rolled again a number of DEI initiatives.

Within the firm’s most up-to-date quarter, nonetheless, the retailer reported its first optimistic same-store gross sales quantity in 5 quarters.

Goal additionally continues to take care of some publicly seen LGBTQ+ partnerships, together with serving as a platinum sponsor of NYC Satisfaction’s 2026 celebration.

Costco was probably the most ceaselessly cited firm among customers who stated they elevated their spending, in accordance with the HRC survey. The retailer has remained one of many extra vocal company defenders of range initiatives, and earlier this yr shareholders overwhelmingly voted towards a proposal that might have required the corporate to guage dangers related to its range, fairness and inclusion packages.

“Corporations who’ve the longest run of belief with clients within the [LGBTQ+] neighborhood is that they did not change something about what they had been doing however remained constant,” stated Lovitz.

Consumer Edge knowledge confirmed Costco posted the strongest year-over-year spending development among self-identified Democratic customers within the months following that vote.