Key stat: 68% of US LGBTQ+ adults say all or most companies participate in Pride Month to boost business, while just 16% believe it’s driven by genuine support, per a January survey from Pew Research Center.

Beyond the chart:

• Roughly 2 in 5 (39%) of brand executives said they planned to reduce their spending on Pride-related marketing in 2025, compared to just 9% in 2024, per an April Gravity Research poll.
• Only 17% of US CFOs are prioritizing DEI spend this year, per a Q1 Grant Thorton survey.
• 40% of Gen Z has stopped using or purchasing from a brand that has contradicted or reversed its DEI efforts, per a March survey by Ad Age and The Harris Poll.

Use this chart: Marketers can use this chart to build trust with LGBTQ+ consumers by demonstrating a long-term commitment to advocacy that spans beyond the month of June.

Related EMARKETER reports:

• Data Drop: 5 Charts on LGBTQ+ Consumers (EMARKETER subscription required)
• The First 100 Days of Trump (EMARKETER subscription required)

Note: Shares of respondents who didn't offer an answer are not shown.

Methodology: Data is from the January 2025 Pew Research Center report titled "The Experiences of LGBTQ Americans Today." 3,959 US LGBTQ adults were surveyed as part of Wave 160 of the American Trends Panel (ATP) during Jan 8-19, 2025. The margin of error is +/-2.2 percentage points.