Overview

• Gravity Research’s June poll finds 39% of firms plan to cut Pride engagement in 2025, with none aiming to increase support.
• Six in ten executives attribute their pullback to President Trump’s administration, as conservative activists press companies to moderate LGBTQ+ visibility.
• Brands that unveiled rainbow logos or sponsored parades in prior years have trimmed merchandise lines and paused float sponsorships to avoid backlash.
• Marketing experts warn that tepid gestures risk angering both liberal critics accusing “rainbow washing” and conservative opponents alike.
• Reduced corporate sponsorship is creating funding gaps for Pride events and organizers, prompting calls for companies to sustain year-round LGBTQ+ partnerships.