A new report from Horowitz Research underscores that authentic representation and values-driven action are no longer optional for brands looking to connect with LGBTQIA+ audiences. The findings reveal that nearly four in ten LGBTQIA+ consumers base their purchasing decisions on a company’s stance on social, environmental, and political issues. Moreover, 40% say they prioritize working for organizations that aim to make a positive impact on the world.
The study also shows that 43% of LGBTQIA+ consumers prefer shopping at local businesses over large corporations, with 59% indicating they are more inclined to support brands that publicly advocate for the LGBTQIA+ community. Among allies, the numbers are similarly significant: 53% say they are more likely to buy from companies that are openly supportive, and 56% want to see genuine DEI efforts—not just statements.
For media and entertainment companies, the implications are direct. Representation must go beyond surface-level inclusion. Audiences expect LGBTQIA+ characters with rich, multidimensional stories that reflect queer joy, cultural nuance, and lived experiences. Representation must be backed by action behind the scenes: hiring queer creators, investing in diverse leadership, and ensuring public messaging aligns with internal company culture.
As Horowitz Research puts it: “Representation cannot be performative. LGBTQIA+ characters need to exist beyond one-dimensional roles. Queer joy, complex storylines, and intersectional narratives must become the standard.” This approach does more than promote equity—it creates a measurable competitive edge by appealing to values-conscious consumers who reward purpose-driven brands with loyalty and trust.