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June is the month when retail brands let their customers know they support LGBTQ+ rights and inclusivity, although many of them go quiet once Gay Pride is over. When retailers put away their rainbow flags and Pride marketing materials, some consumers are left feeling that the effort is more for a summer sales boost than a true expression of inclusivity. Though from a business perspective, the targeting makes sense. In 2019, the community had an estimated annual buying power of $917 billion, according to the National LGBT Chamber of Commerce. But does it make sense as an ally? A 2018 Grindr survey showed that a little over 15% of community members felt very positively towards brands using Pride month marketing. Favorability upticked to 40% for brands using LGBTQ marketing year-round.

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