GLAAD RESEARCH: 70% OF AMERICANS SAY LGBTQ PRIDE MERCHANDISE HAS POSITIVE OR NO IMPACT ON PURCHASING DECISIONS AND 71% SAY COMPANIES SHOULD HAVE THE FREEDOM TO PARTICIPATE IN PRIDE MONTH

Black, Latine, And Young Consumers More Likely To Support Corporate Participation
In Pride Month

85% Of Consumers Believe CEOs Have A Responsibility To Speak Up
About Issues That Matter To Consumers

GLAAD: “Support for LGBTQ people and employees remains a business imperative that bonds companies to consumers and unites our country.”

May 22, 2025 – Today, GLAAD, the world’s largest lesbian, gay, bisexual, transgender, and queer (LGBTQ) media advocacy organization, is releasing results of a survey conducted by Ipsos using the probability-based KnowledgePanel that examined consumer sentiment regarding corporate engagement with LGBTQ communities and Pride Month. The survey also sought consumer opinion on core corporate values and on chief executives’ obligations to shareholders on issues that matter.

Key findings include:

• 70% of Americans say knowing a brand/store offers LGBTQ Pride collections/merchandise either has a positive impact or no impact on their purchasing decisions
• 71% of Americans agree that brands and companies should be able to show support to the LGBTQ community during Pride month if they want to
• 64% of Black Americans, 55% of Hispanic Americans, and 60% of those ages 18-34 say they are comfortable with brands publicly supporting LGBTQ organizations and non-profits
• 85% of Americans believe CEOs have a responsibility to speak up about things that matter to their consumers and shareholders
• 81% believe freedom means we all should be able to believe and behave as we choose, as long as it isn’t hurting anyone else
• 74% believe companies should care about their bottom lines more than politics
• Americans are more likely to agree than disagree that offering LGBTQ Pride merchandise is no different from offering merchandise with a sports team logo

Statement from Sarah Kate Ellis, President & CEO of GLAAD:
“Support for LGBTQ people and employees remains a business imperative that bonds companies to consumers and unites our country. Companies and leaders must listen to consumers who are demanding that brands prioritize values of freedom, inclusion and growth over rank politics. With LGBTQ, Black, and Hispanic consumers growing exponentially, companies that bow to opponents of inclusion will miss out on key growth segments.”

According to Gallup, the percent of LGBTQ Americans is up over 160% since 2012. According to Pew Research, the number of Black Americans is up 33% since 2000 and the number of Hispanic Americans is up 85 percent.

In 2022, purchasing power of LGBTQ consumers was estimated to be 1.4 trillion. Purchasing power of Black consumers is estimated to reach $1.7 trillion by 2030.

The findings of today’s survey are consistent with recent data demonstrating widespread support  for LGBTQ Americans:

• 91% of non-LGBTQ Americans agree that LGBTQ people should have the freedom to live their life and not be discriminated against (GLAAD)
• 61% of non-LGBTQ adults are very or somewhat supportive of the LGBTQ community (MRI-Simmons), totaling over 160M allies in the U.S. alone.
• 55% of non-LGBTQ adults say companies/brands should support the LGBTQ community all year, not just during Pride month (MRI-Simmons)

Methodology: GLAAD Pride Survey

• Conducted by Ipsos using KnowledgePanel®
• A survey of the American general population (ages 18+)
• Interview dates: April 11-14, 2025
• Number of interviews: 1,025
• Margin of error: +/- 3.3 percentage points at the 95% confidence level for all respondents