Brands know that lesbian, gay, bisexual, transgender, plus (LGBT+) people are a valuable consumer segment. Not only do we represent around $1tn dollars of spending power (almost the gross domestic product of Mexico), we are loyal. Data shows that LGBT+ consumers are more likely to shop with brands identified as LGBT+ supportive, even when they are more expensive.
But brands also pander to LGBT+ consumers during the month of June — a month dedicated to celebrating our community — while actively supporting projects that undermine our rights.
