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3w ago

Corporate America retreats from public Pride Month sponsorships

The Trump administration's scrutiny of diversity programs has prompted brands to cut public Pride sponsorships despite continued internal LGBTQ+ initiatives.

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Pride Month apparel is seen on display at a Target store on June 6, 2023, in Austin, Texas.
Corporations and major brands have been pulling back on LGBTQ Pride Month sponsorships this year, with many jettisoning the themed merchandise altogether.

Overview

  • A recent Gravity Research survey found that 39 percent of corporate executives are scaling back public Pride Month activities this year, including rainbow branding, social media posts and event sponsorships.
  • Under pressure from federal threats to investigate DEI programs, brands such as Target, Anheuser-Busch and Mastercard have reduced or eliminated sponsorships of major Pride events in New York, San Francisco and several regional parades.
  • Pew Research Center data show that a majority of LGBT and non-LGBT adults believe companies promote Pride primarily for business benefits or external pressure rather than genuine support.
  • Despite cutting visible Pride Month support, just 14 percent of companies plan to curb internal LGBTQ+ initiatives and many are redirecting resources toward employee programming and recruitment.
  • Several Pride organizations have reported significant budget shortfalls—for example, New York’s Heritage of Pride faces a $750,000 gap—prompting organizers to turn to grassroots fundraising to fill the void.