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A Shift in Corporate Pride Engagement

Over the past decade, Pride Month has evolved into a significant marketing event for major brands, with rainbow-themed merchandise, social media campaigns, and sponsorships of LGBTQ+ events. However, in 2025, a noticeable shift has occurred. According to a survey by Gravity Research, 39% of over 200 corporate executives indicated plans to scale back public Pride Month engagements this year. This includes reducing sponsorships, social media posts, and Pride-themed merchandise.

The primary driver behind this change is the political climate. Companies are wary of provoking right-wing customers and activists, especially under President Donald Trump's administration, which has threatened investigations into companies with diversity, equity, and inclusion (DEI) programs. Economic uncertainties, including concerns over tariffs, have further tightened advertising budgets.

"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."

Case Studies: Target and Bud Light

Two prominent examples of brands adjusting their Pride strategies are Target and Bud Light.

Target:

In 2023, Target faced significant backlash over its Pride merchandise, including threats to employees and misinformation about products. As a result, in 2024, Target limited its Pride collection to select stores based on historical sales performance, with the full assortment available online. This year, the company continues this approach, focusing on internal programs and local event sponsorships rather than widespread in-store displays. ‍

Bud Light:

Bud Light experienced a sharp decline in sales in 2023 after a partnership with transgender influencer Dylan Mulvaney sparked conservative backlash. The company's response alienated both conservative customers and LGBTQ+ advocates. In 2025, Bud Light has notably refrained from public Pride campaigns, opting instead to highlight other cultural events. ‍

Other Brands' Responses

Several other major brands have also adjusted their Pride Month strategies:

• Nike: After facing criticism in 2023, Nike has not launched a global Pride collection in 2025, focusing instead on ongoing support for the LGBTQ+ community through grants and programming.
• Kohl's: Previously active in Pride campaigns, Kohl's has not announced any Pride Month plans this year and did not respond to media inquiries.
• Macy's: While continuing to support Pride events and LGBTQ-owned brands, Macy's has opted not to make official announcements about its plans in 2025.
• Nordstrom and Gap: Both brands have reduced their public Pride engagements compared to previous years.

Internal Support and Philanthropy Continue

Despite the reduction in public-facing Pride campaigns, many companies maintain internal support for LGBTQ+ employees and continue philanthropic efforts:

• BarkBox: After an internal message comparing Pride merchandise to MAGA-themed products leaked, CEO Matt Meeker apologized and reaffirmed the company's commitment to the LGBTQ+ community. BarkBox continues to sell its Pride collection, donating 100% of the revenue to LGBTQ-supporting organizations.
• GLAAD's Perspective: Sarah Kate Ellis, president of advocacy group GLAAD, noted that companies are finding more meaningful ways to support the LGBTQ+ community beyond public campaigns. "They're finding better ways to thread their work supporting the LGBTQ community into their organizations," she said.

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The corporate approach to Pride Month in 2025 reflects a balancing act between supporting the LGBTQ+ community and navigating political and economic pressures. While public campaigns have become more subdued, internal support and philanthropic efforts indicate that many companies remain committed to inclusivity, albeit in less visible ways.