LGBTQ consumers cut spending at Target, Walmart, Amazon over DEI
AMZN
Consumer Sentiment, DEI Policy, Brand Risk
Negative
A survey conducted by the Human Rights Campaign found that a substantial majority of LGBTQ+ consumers report purchasing fewer products from companies they perceive as scaling back diversity, equity, and inclusion commitments. Amazon is among the retailers specifically named alongside other major chains as facing potential spending reductions from this consumer segment.
The findings suggest a degree of reputational and commercial risk for large retailers that have adjusted or rolled back DEI initiatives, as LGBTQ+ consumers indicate a willingness to shift their spending accordingly. Amazon has been among several large corporations that have revisited DEI programs in the current environment.
Why it matters
If LGBTQ+ consumers meaningfully reduce spending at Amazon, it could represent a headwind to retail revenue, particularly given the scale of Amazon's e-commerce operations. The findings highlight potential brand and customer loyalty risks tied to corporate DEI policy decisions.
Key facts
Nearly 72% of LGBTQ+ consumers surveyed say they buy fewer products from companies seen as reducing DEI commitments • Amazon is explicitly named as one of the retailers facing potential LGBTQ+ consumer spending pullback • The data comes from a Human Rights Campaign survey • The trend reflects broader corporate rollbacks of DEI programs across major U.S. companies