B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
42%
42% -- consumer support rate for US consumers (2025)
Consumer support for DEI efforts was at 42% prior to rising to 56% in a single year.
- Represents the prior-year baseline before rising to 56%
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
42%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Mintel
Primary
Tier B
https://andhumanity.co/insights/pride-marketing-in-2026-the-brands-showing-up-are-already-winning/ ↗
Source Article
Pride Marketing in 2026: The Brands Showing Up Are Already Winning
Original Research
Mintel
· Original study ↗
Methodology
Mintel U.S. DEIB Consumer Report; prior-year figure 42%
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US consumers: 42% consumer support rate. Source: Mintel (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/us-dei-consumer-support-rise-2025
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<blockquote cite="https://lighthousedata.io/data/us-dei-consumer-support-rise-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>42%</strong> -- consumer support rate for US consumers<br><small>Source: Mintel (2025) · <a href="https://lighthousedata.io/data/us-dei-consumer-support-rise-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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