Beyond Pride: Year-Round Marketing Strategies to Build Trust with LGBTQ+ Consumers

As Pride approaches, LGBTQ+ skepticism of brands’ support for the community is critically high. Learn how brands can earn the segment’s trust through year-round engagement.

LGBTQ+ people are watching closely as brands reassess their DEI commitments—and they’re not afraid to walk away from brands that turn their back on the community. With consumer trust in corporations running low already, the current cultural climate means this vibrant and diverse segment is eager for brands to show up and support them publicly.

53% of LGBTQ+ Americans say it’s more important for brands to celebrate cultural holidays, heritage, and pride months compared to 2 years ago.
compared to 30% of non-lgbtq+ people

It’s not just about mere visibility—it’s about values. LGBTQ+ Americans are socially conscious, community-driven, and are quick to call out anything they view as fake or inauthentic. Brands face a clear challenge—and a compelling opportunity: earning lasting trust with this influential (and fast-growing!) segment far beyond Pride Month.

Mind the (Trust) Gap

LGBTQ+ consumers know the influential role brands play in society and they are quick to act when those brands betray their values. In fact, 72% are aware of companies that have rolled back DEI commitments, and 58% say they’ve reduced or plan to reduce their spending in response. Silence and retreat are not neutral moves—they’re red flags.

It doesn’t end there: 45% of LGBTQ+ consumers say they would cut back on purchases from brands that stop acknowledging Pride Month or similar cultural holidays they have celebrated in previous years. The stakes go beyond ethics: disengaging is a threat to brand performance. The trust gap between what LGBTQ+ consumers want and what brands are delivering is wide and growing.

Pride Is a Powerful Opportunity—But Not an Automatic Win

Pride Month is a meaningful and joyful moment for LGBTQ+ people. 83% celebrate or acknowledge it, especially younger generations. And their belief in the importance of the occasion has risen significantly since 2023.

Today’s consumers want Pride to serve as more than a colorful celebration; they see it as a time for reflection, education, and empowerment, and want to see all of that highlighted in brand activations.

Download an excerpt of the report to explore the data, strategy frameworks, and year-round insights you need to deepen engagement with LGBTQ+ audiences.