70% of LGBTQ+ Consumers Boost Spending at Kroger as DEI Winners
KR•Approximately 72% of LGBTQ+ consumers purchased fewer products from brands perceived to rollback DEI, while nearly 70% increased spending at inclusive companies. Kroger topped the list of beneficiaries in the survey, joining Costco and Apple in capturing rising LGBTQ+ consumer purchases.
1. Survey Shows DEI Rollback Triggers Spending Cuts
The Pride in the Marketplace 2026 report found that 72% of LGBTQ+ respondents purchased fewer products from brands they viewed as reducing diversity and inclusion efforts, and nearly 70% declined to buy from those companies on at least some occasions. Target, Walmart, Amazon, Chick-fil-A and Home Depot were the most frequently cited names for decreased spending.
2. Inclusive Brands Benefit with Kroger Leading Gains
About 70% of LGBTQ+ consumers said they increased purchases at brands they consider inclusive, with Kroger topping the list of beneficiaries. Costco, Apple, Ben & Jerry’s and Delta Air Lines also saw significant upticks in spending from these consumers.
3. LGBTQ+ Purchasing Power Exceeds $1.7 Trillion
The National LGBT Chamber of Commerce estimates that LGBTQ+ consumers contribute more than $1.7 trillion annually to the U.S. economy, highlighting the material impact of shifting brand loyalties within this demographic.
4. Corporate DEI Participation Declines Sharply
Participation in the Corporate Equality Index among Fortune 500 firms plunged 65% year-over-year, dropping from 377 participants in 2025 to 131 in 2026. The survey highlights that consistent DEI commitments, rather than reversals, drive stronger loyalty among LGBTQ+ customers.
