Big Corporate Brands Scale Back on Pride in 2025

By: Paul Goldberg, Senior Editor | JRL CHARTS – LGBT Politics

For the last several years, Pride Month was a high-visibility marketing opportunity for big brands. Retailers decked out windows with rainbow flags, featured LGBTQ-themed merchandise prominently, and celebrated Pride on social media. But this Pride Month, many companies are noticeably scaling back.

A survey by Gravity Research of more than 200 corporate executives found that 39% of companies plan to reduce their public Pride Month activities this year. That includes pulling back on sponsoring Pride events, selling Pride-themed merchandise, and posting supportive messages for LGBTQ rights online.

Consumer brands are treading cautiously, worried about backlash from right-wing activists and President Donald Trump’s administration. Federal agencies have threatened to investigate diversity, equity, and inclusion (DEI) programs, pressuring companies to limit their LGBTQ+ support. Additionally, economic concerns from Trump’s tariffs have led to tighter advertising budgets, though executives say political pressure is the main driver.

“It’s clear that the administration and their supporters are driving the change,” said Luke Hartig, president of Gravity Research. “Companies are under increasing pressure not to engage and speak out on issues.”

This new caution marks a shift for businesses that once turned June’s Pride Month into a branded holiday. It’s part of a broader retreat in corporate diversity efforts, with many companies scaling back programs to avoid political controversy.

LGBTQ advocates warn that this trend could hurt businesses by alienating LGBTQ consumers and workers, especially as 9.3% of American adults now identify as LGBTQ. “By weaponizing federal agencies like the EEOC and the Justice Department to intimidate companies that support LGBTQ+ inclusion, this administration is creating an anti-business, anti-worker atmosphere,” said Eric Bloem, vice president of corporate citizenship at the Human Rights Campaign Foundation.

The climate of fear has already led many businesses to quietly stop participating in the Human Rights Campaign’s corporate equality index.

“Companies that show up only when it’s convenient, or backtrack the moment there’s political pressure, risk losing trust and credibility,” said Bloem.

Target and Bud Light

Companies are bracing for the kind of backlash seen last year when Bud Light and Target faced fierce attacks from conservative activists.

Bud Light’s sales plummeted in 2023 after partnering with transgender influencer Dylan Mulvaney, sparking boycotts and backlash that also alienated LGBTQ rights supporters.

Target was similarly targeted last year for selling Pride-themed merchandise. Misinformation spread on social media that swimsuits designed for transgender people were marketed to children. Facing threats and boycotts, Target pulled the items from stores and sold Pride products in fewer locations.

This year, Target is again taking a muted approach, offering a small Pride Month collection in “select stores” and selling the full assortment online. “We are absolutely dedicated to fostering inclusivity for everyone – our team members, our guests, our supply partners, and the more than 2,000 communities we’re proud to serve,” a spokesperson said in an internal email.

Behind the Scenes of PRIDE 2025

Despite the scaled-back public campaigns, companies aren’t abandoning LGBTQ employees or customers entirely. “I do see there’s pivoting happening (for Pride Month). What I don’t see is corporates walking away from the LGBTQ community,” said Sarah Kate Ellis, president of advocacy group GLAAD.

Only 14% of companies reported plans to reduce internal Pride Month engagement. Many are finding quieter ways to support LGBTQ employees and foster inclusive workplaces, even as they navigate the political risks of going public.

“Companies are going deeper and wider, rather than supporting an event,” Ellis added. “They’re finding better ways to thread their work supporting the LGBTQ community into their organizations.”

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