“If you don’t invest into us, the multicultural subset, if you will, essentially forget about growing your business two digits,” Saccone said. “At the end of the day, that also plays a big factor too.”

Meanwhile, Kelley pointed out a new CDC report stating that around one in four high school students identifies as LGBTQ, adding that the growing audience is a major opportunity for brands.

“Our qualitative research said that the queer community can identify the brands that don’t like us in unison, but they can’t name the brands in unison that support us. If I’m a CMO, if I’m a brand manager, I am going to absolutely drive a truck through that opportunity,” Kelley said. “Right now, I would probably reckon on behalf of all of us, there is no brand category lighting it up, 365, all year long.”

When it comes to the macroeconomic conditions, Barnes put it simply.

“All of these quickly growing, scaling identities, if not courted are simply there to be picked off,” Barnes said. “And so whatever urgency people feel to increase spend… they should feel equal or more urgency to pour into these communities and these identities in a way—and I do want to make this clear about Disney—that does not feel like they are whispering sweet nothings into communities here, but rather shouting right to the heavens about their embrace of that community.”