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Percentage of consumers more likely to support brands engaging in Pride Month in the United States as of June 2026, by generation

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Source

Release date

June 2026

Region

United States

Survey time period

May 25 to June 1, 2026

Number of respondents

2,462 respondents

Age group

18 years and older

Supplementary notes

The source does not specify the survey type.

Citation formats

Share of adults for brands engaging in Pride Month in the U.S. 2026, by generation

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

As of June 2026, nearly **** of adult Gen Zers (aged 18 to 29) 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. Among baby boomers (aged 65 and over), the share stood below ** percent. 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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