72% of LGBTQ+ Shoppers Cut Walmart Purchases Following DEI Rollbacks
WMT•About 72% of LGBTQ+ consumers reported buying fewer products from retailers perceived to rollback DEI commitments, naming Target, Walmart and Amazon. Nearly 70% said they declined to buy from those companies on some occasions, while roughly 70% increased spending at consistently inclusive brands like Costco and Apple.
1. Survey Reveals Consumer Spending Cuts
A survey of LGBTQ+ consumers showed about 72% reported buying fewer products from retailers viewed as rolling back diversity, equity and inclusion commitments, naming Target, Walmart and Amazon. Nearly 70% also declined to purchase on some occasions.
2. Walmart Identified in DEI Backlash
Respondents specifically cited Walmart among brands perceived to have reduced DEI initiatives, contributing to the consumer pullback. This marks a significant reputational challenge as social values increasingly influence purchasing decisions.
3. Shifts Toward Consistent Inclusion
Roughly 70% of LGBTQ+ shoppers said they increased spending at brands seen as consistently inclusive, with Costco, Apple, Ben & Jerry’s and Delta Air Lines topping the list of beneficiaries. The National LGBT Chamber of Commerce estimates LGBTQ+ consumers add over $1.7 trillion to the U.S. economy.
4. Decline in Corporate Equality Participation
Participation in the Fortune 500 Corporate Equality Index plunged by 65%, from 377 companies to 131, underscoring widespread corporate retrenchment on publicly reported DEI measures and potential impact on consumer sentiment.
