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juni 9, 2025
Trends Community

Rainbow Wallets Speak Louder Than Words

Door Iker Del Rio / maart 8, 2025

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.

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