Money talks, and the LGBTQ+ community knows how to make it count. Our global spending power is estimated at over $3.9 trillion—a force that goes beyond consumption and into activism. We don’t just buy products; we invest in values. And we notice when brands pull back on their commitments.
A recent U.S. analysis by Collage Group confirms a broader trend: when companies reduce their inclusion efforts, consumers react. In the U.S., 38% of shoppers adjust their purchasing based on a brand’s social stance, with an even greater impact among LGBTQ+ individuals. Cases like Bud Light and Target, which faced backlash after caving to conservative pressure, highlight the risks of performative allyship.
And this isn’t just an American reality. European brands, too, are under scrutiny. In Brussels, in Berlin, in Barcelona—queer consumers expect more than Pride Month campaigns. We demand long-term commitment, fair representation, and tangible support. Brands that waver risk losing more than just queer customers; they lose credibility in an era where authenticity is everything.
The queer community has always had to fight for visibility. Now, with our wallets, we hold brands accountable. Inclusion isn’t a seasonal trend—it’s a non-negotiable. And companies that fail to understand that? They’ll pay the price.
Vous aimerez aussi
-
Hungary Crosses a Line: Pride Organizer Faces Criminal Charges
In Pécs, a historic city in southern Hungary known more for its art and architecture
-
The European Testing Week: Free STI Screenings Across Brussels and Belgium
From November 17 to 24, residents of Wallonia and Brussels can access free testing for
-
Gay Haze & Spek: Freedom to Be Weird
The Listen Festival in Brussels is hosting an electrifying day-to-night club event at K1 on
-
Argentina’s 34th Pride March: Tens of Thousands Rally Against Hate and Government Rollbacks Under President Milei
Tens of thousands of people took part in Buenos Aires’ 34th Pride March on Saturday,
-
“An Opened Letter”: Britain’s First National Monument for LGBT+ Troops Dedicated by King Charles III
King Charles III, as the ceremonial head of the United Kingdom’s armed forces, inaugurated the
French 
English 
Dutch