Beyond Pride: How to Turn LGBTQ Allies into Year-Round Brand Champions

According to MRI-Simmons' 2025 LGBTQ and Gender Identity Study, a majority of American adults, 56%, support the LGBTQ community. Among women, that number rises to 64%, while 63% of Gen Z express support. Notably, 1 in 5 adults identify as LGBTQ allies or activists working to make a positive change. These allies are not just passive supporters—they are active participants in shaping a more inclusive society, and they are ready to put their money where their values are. LGBTQ allies are a desirable audience that brands and marketers should be targeting not just during Pride, but all year long.

Allies are high spenders

The most compelling reason to target LGBTQ allies? Their wallets are wide open, and they’re spending with intention. In just the past month, consumers who identify as an ally or activist for the LGBTQ community spent $1.3 billion on fine dining and $390 million on wine. Over the past year, they dropped $9.5 billion on women’s clothing and over $52 billion on international travel. That’s not just discretionary income—it’s influence. Despite being only 20% of the population, they consistently account for 24–25% of total spending in these categories. They’re not just consumers—they’re tastemakers. So, their values matter.

Allies translate values into advocacy and are eager for change

LGBTQ allies are the connective tissue between brands and broader cultural relevance. They’re not just waving flags in June—they’re showing up throughout the year. 83% of allies support same-sex marriage, and 80% celebrate when someone ‘comes out’. These are the people who believe in showing up for their friends, coworkers, and communities. Their support extends into the workplace and broader society: 69% believe LGBTQ workplace equality and reducing transgender discrimination are “very important” causes, while 66% prioritize HIV education and care. These values translate into action, with 62% supporting DEI initiatives in corporations and 56% advocating for LGBTQ representation in religious and sports communities. It’s clear that this audience isn’t just values-driven—they’re values-activated. This level of engagement makes allies a natural fit for brands looking to align with progressive values.

And their worldview extends beyond identity—it’s about inclusion in every form. Gender diversity is another area where LGBTQ allies stand out. 86% are supportive of gender diversity, and 76% believe it’s important to be surrounded by others who share that support. Allies are also forward-thinking: 73% support parents raising children gender-neutral, and 71% appreciate people defining their pronouns. With 60% agreeing that gender is a social construct, this audience is not only open-minded but also eager to see brands reflect these evolving norms. They’re not afraid of change—they’re embracing it. Their progressive stance on gender identity makes them a key demographic for inclusive messaging. If brands speak their language and reflect their values, you will earn not just their attention but also their loyalty.

Allies expect media and brand support year-round

That loyalty shows up in what they watch and where they watch it. Allies are 24% more likely than non-allies to stream on Apple TV+ and 18% more likely on Max, while they are also 28% more likely to tune into MSNBC when they turn on their TV. They’re not just watching—they’re curating their content to reflect their beliefs. 66% think it's important to have LGBTQ characters in their shows and movies, and 77% enjoy stories featuring transgender, gender-fluid, or non-binary characters. This is a group that doesn’t just consume media—they champion representation. And when 73% say it’s important for brands to show LGBTQ people in their ads, they’re not suggesting—they’re setting an expectation. In fact, 71% of allies think brands must create culturally diverse advertising to stay relevant today.

When it comes to brand loyalty, 87% of LGBTQ allies believe companies should support the LGBTQ community year-round, not just during Pride Month. And beyond brands that already show support, 83% of allies think most companies and brands should be supporting the LGBTQ community by now. 74% are more likely to purchase from brands that show support, and 60% are more likely to buy from brands that align with their values. Allies also influence others—42% ask friends and family to avoid brands that don’t support LGBTQ rights. This advocacy, combined with their purchasing power, makes them a high-impact audience.

LGBTQ allies are more than just human rights supporters—they are cultural influencers, media enthusiasts, and high-value consumers. Their strong alignment with inclusive values, combined with their significant spending power and brand loyalty, makes them an ideal target for inclusive advertising campaigns. Activating this audience during Pride Month is a smart move, but the opportunity doesn’t end there. With 87% expecting year-round LGBTQ support from brands and 74% being more likely to buy from those that do, marketers who engage LGBTQ allies authentically and consistently will build lasting relationships that extend far beyond June. Because when you win over LGBTQ allies, you’re not just gaining customers—you’re gaining advocates.

Sources: 2025 June LGBTQ and Gender Identity Study (F24 DB USA), 2024 Fall MRI-Simmons Doublebase. Base: Consider myself an ally or activist for the LGBTQ community.

Activating LGBTQ allies through MRI-Simmons

Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach LGBTQ supporters, Americans who enjoy gender fluid characters in video content, Americans who are influenced to buy from an inclusive brand, or any other target discussed in this blog. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audiences via the ad-tech platform or media partner of your choice.