2 In 5 Corporations Scaling Back LGBTQ Pride Engagement This Year, Survey Finds

Forbes

24-04-2025

Nearly two-fifths of corporations plan on scaling back engagement for LGBTQ Pride Month this June, an uptick from the same survey last year, while another two-fifths said their support would remain unchanged, according to a survey of corporate executives by Gravity Research, as some LGBTQ Pride organizations nationwide report fewer corporate sponsorships than past years.
Some Pride organizations have reported corporate donors have scaled back funding this year. (Photo ... More by)
Of the 49 executives surveyed from Fortune 1000 companies, those who said they were pulling back on Pride support cited pressure from conservative activists and President Donald Trump, who has signed executive orders gutting diversity, equity and inclusion and targeting the transgender community.
Of the 39% of companies who said they would reduce Pride Month engagement this year, 43% said they would reduce external shows of support, which includes having a visual presence at or financially sponsoring Pride marches, offering a Pride merchandise line, updating social media branding and partnering with influencers for Pride-themed sponsorships.
Fewer respondents, 19%, said their decreased engagement for Pride would be internal, including internal communication with employees about commitments to equality and offering employee resource groups.
About 41% of the companies surveyed said their support for Pride will remain unchanged this year, while the rest responded 'don't know' or 'haven't decided.'
Last year just 9% of companies told Gravity Research last year they would alter their Pride Month engagement plans.
Gravity Research president Luke Hartig told Forbes the survey 'reveals just how dramatically the cultural and political tides have turned,' stating two-fifths of companies scaling back Pride Month engagement 'would've been unthinkable just five years ago.' Hartig said, though, 'most are holding firm internally, continuing to show up for LGBTQ+ employees and allies via events, partnerships with ERGs, and reiterating workplace inclusion.'
One corporate leader told Gravity Research their company would reduce their acknowledgement of Pride Month on social media to 'minimize public visibility that could trigger attention.' An unnamed corporate executive at a Fortune 500 consumer staples company told Gravity Research it has 'reduced risk across all heritage month events' by 'focusing internally and doing what's right for our people and not necessarily shouting to the world about it.' Some executives told Gravity Research they are preparing talking points in response to their Pride Month activities, including one financial executive, who said their company has provided HR employees with prepared responses for employees who question its Pride Month support. The financial executive also said their company is planning to take a 'more conservative approach to how we are acknowledging Pride month on our social media channels.'
Business-to-consumer companies (71%) are more likely than business-to-business companies (53%) to prepare for Pride Month-related backlash, Gravity Research reported, which it says shows 'increased public pressure and threat of consumer backlash.'
Some of the United States' biggest Pride organizations have said corporate sponsors pulled back financial support this year. Anheuser-Busch, the alcoholic beverage company that battled a wave of conservative backlash in 2023 over a partnership between Bud Light and transgender influencer Dylan Mulvaney, declined to support St. Louis Pride in 2025 after more than 30 years of sponsorship, St. Louis Pride said in an Instagram post. San Francisco Pride organizers told Forbes Anheuser-Busch also declined to support the organization this year, as did previous sponsors Comcast and alcoholic beverage company Diageo, representing a loss of $200,000 in corporate sponsorship funding. Pride Houston's board of directors told Forbes some corporate sponsors reduced support by as much as 75%, totaling $100,000 in lost funds. Chris Piedmont, media director for NYC Pride, told Forbes some corporate sponsors have scaled back budgets, though he did not name specific companies. The loss of funding has led some organizations to turn to crowdfunding, including St. Louis Pride and Twin Cities Pride in Minnesota, which cut ties with Target after the company walked back its diversity, equity and inclusion measures in January.
Some companies have faced backlash among conservative activists in recent years for their support for LGBTQ pride, notably Bud Light, which lost its spot as the top beer in the United States after facing a consumer boycott over its partnership with Mulvaney. Within about a month of the Bud Light boycott, which began in April 2023, Bud Light's sales were down 26% compared to the year prior. Other companies that faced online attacks and boycotts included Nike, which also partnered with Mulvaney in 2023, and Target, which sparked outrage for selling a swimsuit marketed for trans women. In response to backlash, Target removed some of its LGBTQ pride items from stores. Target has faced renewed boycotts in recent weeks after it joined a wave of companies walking back diversity, equity and inclusion standards, angering critics who viewed the company as a longtime LGBTQ ally. Target's foot traffic in stores has been down year-over-year for 11 straight weeks, beginning with the week after it dropped DEI commitments in January, Retail Brew reported.
St. Louis Pride Says Anheuser-Busch Ended Sponsorship—As Corporate Support For LGBTQ Pride Celebrations Dwindles (Forbes)