As preferences shift, many are looking for long-term action past pride month

Every Pride Month, there are conversations about how to do things the right way—avoiding mistakes and inauthentic gestures. To better understand how brands and retailers can show genuine support not only during Pride Month, but year-round, Shopkick surveyed more than 2,700 LGBTQ+ community members across the U.S. We found more than half of those surveyed 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. And around a quarter of respondents said they want to support brands that publicly support LGBTQ+ issues and brands that are led by LGBTQ+ founders.

“Our data continues to show us that if brands want to win, they have to align with shoppers’ core values,” said Dave Fisch, general manager of Shopkick. “Brands that truly walk the walk will win consumers’ trust and, ultimately, their loyalty.”

Check out Shopkick’s full-feature with AdWeek here to learn how members of the LGBTQ+ community would like to see support and long-term action, which brands and retailers are leading by example, and more.