This June, many companies are visibly celebrating Pride—through rainbow-themed campaigns, employee resource group activities, donations, and public messaging. Microsoft, Walmart, and Accenture leaders have shared heartfelt messages and participated in Pride events to foster belonging and inclusion.
Yet not all brands are singing in harmony. Recent surveys show 39% of corporations are scaling back their public Pride engagement, including sponsorship and visible support—often due to fears of backlash or DEI controversies. In the UK and Ireland, many major firms have kept their branding steady, avoiding rainbow campaigns entirely—though some maintain internal initiatives .
The contrast highlights a central tension: are these gestures symbolic, or underpinned by real structural support? DEI experts warn that market-driven gestures without depth—so-called “rainbow‑washing”—can erode trust and morale among LGBTQ+ employees.
But there’s growing momentum behind the scenes. Several companies are redirecting their Pride efforts into internal engagement—empowering employee resource groups, strengthening inclusive benefits, and embedding equity into core practices, avoiding the spotlight while sustaining impact
