What Brands the Queer Community Is Spending Its Money on This Pride

Pride Month Money Trends: Where Are We Spending Our Money?

We've all seen the Pride-related memes that show corporations before and after Pride Month. Whether they are pandering to our community with rainbow-laden campaigns and products, or whether it helps queer representation has been debated year after year. We know that the gays spend money, companies know that too. About 12% of Americans have an LGBTQ+ identity, about 31.9 million, with 42% of 18–29-year-olds taking up the majority - only 6% aged 65+ make up the queer pot. YouGov has put together a major study, comparing hundreds of thousands of surveys, to give us a glimpse as to where we are spending our money, and what ads we are responding to.

Their data is analyzed from connecting YouGov BrandIndex and Profiles. Brands have been tracked for 365 days to qualify for ranking and were monitored from May 1st, 2023 to April 30th, 2024. Brand consideration was compared between US LGBTQ+ citizens and the general population. For example, 14.2% of queer Americans would consider purchasing a Volkswagen, but just 10.6% of the general US population feel likewise. According to YouGov, 63% of LGBTQ+ Americans don't see their lifestyle represented enough in advertising. We also have to factor in the power of the press, such as Target pulling back on Pride products in-store while Walmart steamed full force ahead. A gay in Walmart??? Yes!

The following are ranked in order of difference from general population consideration

Car Brands: Here's what car brands we feel comfortable purchasing.

1 Subaru 25.2%
2 Volkswagen 14.2%
3 Nissan 18.8%
4 Volvo 9.8%
5 Kia 16.6%

 

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Food & Snacks: Here's where our Pride mone towards gay munchies go.

Ben & Jerry's 39.9%
Impossible Foods 14.1%
Beyond Meat 14.3%
Annie’s 22.3%
Maruchan Ramen Noodle Soup 27.6%

Beer & Seltzer: Yes, some of us drink beer, especially when it is cheaper to buy at Pride.

Topo Chico Hard Seltzer 6.1%
Bud Light 13.7%
Simply Spiked Lemonade 7.1%
Truly Hard Seltzer 8.3%
Corona Hard Seltzer 5.3%

 

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Soft Beverages: There's no Coke or Pepsi!

Naked Juice 16.8%
Jones Soda 10.7%
Dr Pepper 25.1%
MiO 8.8%
Rockstar 9.0%

Media Networks: We apparently like cartoons!

Adult Swim 22.0% 12.4% 9.6
Logo TV 13.0% 3.9% 9.1
MSNBC 29.2% 21.5% 7.7
Cartoon Network 23.4% 17.2% 6.2
C-SPAN 15.0%

Retail Stores: We are still Target junkies, interesting to see if this is the same next year with their decrease in Pride merch.

Target 50.4%
IKEA 38.1%
Barnes & Noble 45.4%
Michaels 25.2%
Trader Joe's 25.9%

 

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Fashion Brands: Some of us can't fit into H&M, lol.

Vans 22.1%
Converse 24.9%
Calvin Klein 23.9%
H&M 18.4%
Patagonia 15.5%

Hotel Brands: We don't see Motel 6 here, even though they are popular for cumdumps.

Homewood Suites by Hilton 15.5%
W Hotels 10.3%
Extended Stay America 10.5%
Holiday Inn 37.9%
Red Roof Inn 14.8%

Video Games: Leading a fake life in a fake city? Yes, please!

The Sims 22.7%
The Legend of Zelda 24.6%
Animal Crossing 19.1%
Minecraft 18.9%
Grand Theft Auto 21.6%

 

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Where are you spending your Pride money?

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