In 2025, a significant number of major brands are noticeably reducing their public engagement with Pride Month. According to a survey by Gravity Research, 39% of companies plan to scale back their Pride-related activities this year, with none reporting plans to increase engagement.
This retreat is influenced by several factors. Political pressures, particularly from the Trump administration's rollback of diversity, equity, and inclusion (DEI) initiatives, have made public support for LGBTQ+ causes more contentious. Additionally, consumer fatigue and backlash against perceived "rainbow-washing" have led companies to reconsider the visibility of their Pride campaigns.
The impact of this corporate pullback is tangible. Pride events across the U.S., including those in San Francisco, New York City, and Kansas City, are facing significant budget shortfalls due to the loss of sponsorships. Organizers are responding by scaling back events and seeking alternative funding sources, such as community donations and local business support.
Despite these challenges, the core message of Pride remains resilient. Organizers emphasize that the essence of Pride lies in community solidarity and resistance, not corporate sponsorship. Events continue to be held, albeit with adjusted scopes, underscoring the enduring commitment to LGBTQ+ visibility and rights.
