It’s June: a month marked by commencement cermonies, the start of summer, and – for millions of LBGTQ+ and their allies – a month-long celebration of Pride.
But for many brands this year, you’d hardly know it.
After years of rainbow logos, Pride-themed campaigns, and public commitments to LGBTQ+ inclusion, 2025 is shaping up differently. A growing number of companies are noticeably silent. Pride sponsorships are drying up. Social media feeds are quiet. Even longtime ally brands are scaling back.
So what’s behind this pullback—and what should your brand do about it? Let’s break it down.
Major Brands are Pulling Back on Pride 2025
Roughly 4 in 10 major U.S. brands are reducing or eliminating public Pride campaigns this year, up dramatically from around 9% last year.
Backlash is the main driver. Companies like Target and BarkBox received intense criticism amid the broader politicization of LGBTQ+ rights . In the wake of BarkBox’s leaked internal message comparing Pride to MAGA-themed products and the CEO’s apology to back the collection and donate revenue to Kaleidoscope Youth Center, even well-intended campaigns now face heavy scrutiny.
Some areas, like Toronto’s Pride, are seeing major sponsor withdrawals—including Google and Home Depot—citing fallout from U.S. anti-DEI policies.
And smaller or rural Prides are losing equipment and operations funding, with donations dropping up to 90%—forcing many to rely on grassroots fundraising.
Pride 2025 – The Hidden Risks of Staying Quiet
Silence might feel safe—but it carries consequences:
- Eroded trust: When brands vanish during hard moments, audiences (especially allies and LGBTQ+ consumers) feel betrayed.
- Internal impact: Corporate silence erodes morale and signals to LGBTQ+ staff that their inclusion isn’t a priority.
- Loss of loyalty: Audiences connect with brands that stand strong—even when it’s inconvenient.
Show Up with Intention: 2025 Pride Month Recommendations
Intentionality trumps visibility–no pun intended. Here’s how to be authentic without overcommitment.
1. Go Beyond Rainbows
- Highlight year-round DEI efforts: inclusive hiring, trans-inclusive benefits, employee resource groups.
- Make impactful donations to LGBTQ+ nonprofits.
- Share real stories: feature LGBTQ+ employees or queer-owned partners.
2. Choose Transparency & Consistency
- If you scale back public campaigns, explain why—share your values and long-term commitment.
- Frame your reasoning: shifting focus to internal culture, community support, or sustainable partnership.
3. Support Local & Grassroots
- Sponsor or volunteer with local Pride events or grassroots orgs.
- Offer pro bono marketing, design, or strategy support.
- Be visible where your impact is genuine and community-driven.
4. Prepare to Take a Stand
- Understand that public support now may come with backlash.
- Arm your brand with internal talking points that affirm your values.
- Be consistent: follow through behind the scenes as publicly as you do.
Why Pride 2025 Matters Long-Term
Pride 2025 is more than a moment—it’s a stress test. Brands that act with purpose stand out.
At UPBEAT, we believe the strongest brands don’t chase trends. They lead with action:
✅ Inclusive hiring
✅ Meaningful community support
✅ Honest communication
✅ Follow-through with impact
It’s Your Brand’s Time to Show Up
You don’t need a viral campaign. You just need real.
At UPBEAT, we help brands build with purpose and authenticity—during Pride Month and all year long.
If you’re unsure how to show up meaningfully or want support crafting messaging that aligns with your values, we’re here to help.
Book a Free Strategy Session to explore how we can support your brand in building trust, loyalty, and impact.