Sep 7
Queer Buying Power in 2025: Market Influence, Backlash, and the Demand for Authentic Representation
READ TIME: 4 MIN.
In 2025, queer consumers represent a formidable economic force, with global buying power reaching an estimated $3.9 trillion annually—a figure that underscores both the community’s economic influence and its importance to brands seeking growth and relevance in an increasingly diverse marketplace . In the United States alone, the proportion of adults who identify as LGBTQ+ has risen steadily, climbing from 7.6% in 2023 to 9.3% in 2024, according to Gallup data . This upward trend reflects both demographic shifts and a growing willingness among individuals to openly identify as LGBTQ+, which has important implications for consumer markets and brand engagement.
Market research consistently finds that queer consumers have heightened expectations for brands regarding diversity, equity, and inclusion . According to a recent analysis, 61% of queer consumers believe brands should openly share their DEI commitments, compared to just 35% of the general population . Representation in advertising is not just valued—it is expected: 68% of consumers want to see queer representation in advertising, and 77% of queer consumers say inclusive advertising directly influences their purchasing decisions .
However, there is a growing perception among queer consumers that representation in marketing is declining. Survey data from 2025 shows that while 80% of queer respondents have noticed inclusive advertising in the last six months, this is down from 87% in 2023, reflecting a perceived pullback by companies in the face of political and social pressures . This trend is further corroborated by a May 2025 survey conducted by the National LGBT Media Association, which found that 88% of queer consumers have noticed a reduction in corporate support for diversity and inclusion initiatives over the past year .
The response from queer consumers to perceived corporate pullbacks is both swift and decisive. According to the National LGBT Media Association’s 2025 survey of over 400 queer consumers, three-quarters said they would stop buying entirely or reduce spending with companies that scale back queer marketing or DEI initiatives. Additionally, 85% reported actively supporting competitors that maintain their commitments to the community .
Todd Evans, a leader at Rivendell, a queer advertising agency, emphasized the seriousness of these findings: “When you get to near 90% on anything, it is reason for concern... the reduction in presence to the LGBTQ+ consumer seems to be just a knee-jerk reaction to a short-term political administration” . The sentiment within the community is clear: brands perceived as abandoning queer causes risk not only reputational damage but also significant loss of market share.
The growing number of queer adults is reshaping the consumer landscape. Gallup’s latest figures indicate that the proportion of US adults identifying as queer has more than doubled since 2012, rising from 3.5% to 9.3% in 2024 . This growth is particularly pronounced among younger generations, who are more likely to embrace inclusive identities and demand authentic representation from brands.
A recent survey by Experian, conducted in May 2025, explored the financial attitudes and behaviors of queer consumers. The report found that more queer respondents feel secure in their savings compared to previous years—41% in 2025 versus 39% in 2024. Nonetheless, financial challenges persist, often tied to systemic barriers such as workplace discrimination and lack of familial financial support .
Overspending is another area of concern, especially among younger queer consumers. More than half reported struggling with spending habits, with the most common areas of overspending being dining out, hobbies, and clothing. This tendency was even higher among those ages 18 to 34, pointing to both economic challenges and shifting consumption priorities within the community .
Market analysts highlight a growing tension for brands: while the economic opportunity presented by queer consumers is undeniable, the backlash from certain segments of the public has led some companies to reduce or “de-risk” their queer marketing. The result, according to the Mintel 2025 report on US Marketing to LGBTQ+ Communities, is an environment of uncertainty, with some brands pulling back on Pride sponsorships and inclusive advertising, even as the community and its allies become more vocal in demanding authentic engagement .
Despite these challenges, the data suggests that inclusive marketing is not only the right thing to do from an ethical standpoint, but it is also good business. More than half of consumers believe that brands influence society’s perception of queer people, and a sizable majority say their purchasing decisions are influenced by inclusive advertising .
Brands that pull back risk alienating a highly engaged and increasingly organized consumer base. On the other hand, those that maintain or strengthen their commitments to queer inclusion are likely to benefit from increased loyalty and advocacy, especially among younger consumers for whom inclusion is not just a preference, but an expectation.
The message from queer consumers in 2025 is unequivocal: authentic representation and sustained corporate support are non-negotiable. The community’s willingness to reward brands that “walk the talk” and hold accountable those that do not is stronger than ever. As noted in the National LGBT Media Association survey, “If companies won’t stand with us, we won’t stand with them” .
For brands navigating this evolving landscape, the imperative is clear: DEI initiatives must be genuine, visible, and consistent, not just during Pride Month but year-round. As the queer share of the population—and its economic influence—continues to rise, the rewards for authentic engagement are significant, and the costs of inaction or perceived betrayal are higher than ever.
