88% of LGBTQ+ participants indicated that corporations that support LGBTQ+ equality are more important than ever. 2

77% indicated that companies that support LGBTQ+ equality “will get more of my business this year." 2

There was a 20% increase in LGBTQ+ buying power between 2006 and 2012, and at current rates, growth could exceed $1 trillion by 2020. 1

Gay-partnered men have the highest household income, surpassing married heterosexuals and lesbian-partnered couples. 1

40% of gay men spend more than $500 a month on discretionary items. 1

In terms of shopping habits, LGBTQ+ consumers make 16% more trips to the cash register than heterosexuals, and spend 8% more. 1

Male same-sex households make almost 30% more shopping trips yearly. 1

The top areas where LGBTQ+ shoppers tend to spend more are bookstores, wine, and computer/electronics, followed by clothing. 1

55% will choose to do business with companies that are committed to the diversity/equal treatment of the LGBTQ+ community. 1

70% would pay a premium for a product from a company that supports the LGBTQ+ community. 1

78% of LGBTQ+ adults and their friends, family and relatives would switch to brands that are known to be LGBTQ-friendly. 1