June is Pride Month, and Horowitz Research says this provides an opportunity for brands to reevaluate how they can become a better ally to LGBTQIA+ consumers.
For a decade, this group has seen itself like other multicultural consumer segments. According to Horowitz’s State of Consumer Engagement 2021 report, the LGBTQ consumer represents 11% of American adults.
“As brands rush to use rainbow colors and symbols during Pride Month, it is important that this effort be sincere and sustained,” Horowitz advises.
