Infographic: LGBTQ+ Consumers Look for Genuine Brand Support That Outlasts Pride Month

More than 60% say their retail habits and preferences have changed since last year

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Every Pride Month, there are conversations about how to do things the right way—avoiding mistakes and inauthentic gestures. And according to LGBTQ+ community members surveyed by retail app Shopkick, this continues to be the case, especially coming out of a chaotic year.

Of the more than 2,700 people surveyed across the U.S., more than half said that brand names don’t matter as much to them, with 38% saying they want to spend money with a brand that aligns with their personal values.

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This story first appeared in the June 21, 2021, issue of Adweek magazine. Click here to subscribe.