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Consumers' response to brands engaging in Pride Month in the United States in 2023 and 2026

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Source

Release date

June 2026

Region

United States

Survey time period

June 2023 and June 2026

Number of respondents

13,590*

Age group

18 years and older

Supplementary notes

* Total number of respondents in both years. The source does not specify the number of respondents in each year.

The source does not specify the survey type.

Citation formats

Consumers' response to brands engaging in Pride Month in the U.S. 2023-2026

Published by ÌÇÐÄÆƽâ°æ Research Department, Jun 3, 2026

As of June 2026, approximately ** percent of adults surveyed in the United States said they were more likely to support a brand that engaged in Pride Month by, for instance, selling LGBTQ+ friendly merchandise and creating Pride-friendly advertisements. Three years earlier, in June 2023, that share stood at ** percent. Meanwhile, the percentage of consumers stating that they were less likely to support a brand engaging in Pride Month went from ** percent in 2023 to ** percent three years later. According to the same study, collaborating with LGBTQ+-owned businesses or creators and adopting a year-round content strategy for LGBTQ+ consumers beyond Pride Month ranked among the best ways for brands to demonstrate authenticity during Pride Month according to LGBTQ+ consumers in the U.S.

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Topics

LGBTQ+ in the U.S.LGBTQ in AfricaLGBTQ media in the U.S.LGBTQ media in CanadaLGBTQ health in the U.S.
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