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

LGBTQ+ consumers are shifting their brand loyalties based on companies' diversity, equity and inclusion policies, according to new research from the Human Rights Campaign Foundation. The findings released Wednesday found that nearly 72% of LGBTQ+ consumers say they buy fewer products from companies they perceive as "reducing diversity and inclusion commitments." Nearly 70% also said they have refused purchases from those businesses at least some of the time. The five companies those respondents most frequently linked to reduced spending were Target , Walmart , Amazon , Chick-Fil-A and Home Depot . On the other hand, HRC's survey found nearly 70% of LGBTQ+ consumers are also rewarding companies they view as supportive of diversity and inclusion. Costco , Apple , Ben & Jerry's, Delta Air Lines and Kroger were the five companies most frequently cited as recipients of higher spending. "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 added. HRC's survey comes as a growing number of companies have scaled back diversity initiatives, modified public-facing DEI programs or ended participation in the organization's annual Corporate Equality Index. …