72% of LGBTQ+ respondents reported buying fewer products from brands seen as scaling back DEI commitments, with Target named most frequently alongside Walmart and Amazon; Corporate Equality Index participation fell from 377 to 131 Fortune 500 firms, while Target still achieved its first positive same-store sales gain since last year.
Survey shows 72% of LGBTQ+ respondents buying fewer products from brands they view as scaling back DEI commitments, with nearly 70% declining purchases at least once. Target, Walmart and Amazon were most frequently named as losing support, while brands like Costco and Apple saw increased patronage.
Target was cited more often than any other firm for reduced LGBTQ+ spending after scaling back DEI programs, following backlash from both Republican and Democratic shoppers over Pride Month displays and internal inclusivity initiatives. This highlights polarized consumer reactions to its diversity strategy.
Despite consumer pushback over DEI changes, Target posted its first positive same-store sales result in more than a year in its latest quarter, indicating resilience in broader consumer demand and effectiveness of other merchandising strategies.
Participation in the Fortune 500 Corporate Equality Index plunged by 65%, from 377 firms in 2025 to 131 in 2026, highlighting a broader corporate retreat from formal LGBTQ+ benchmarking and potential perception gaps between internal policies and external image.
Cnbc
