It’s Pride Month, and we see Schrödinger’s marketingas brands attempt to be both in and out of the closet with their support of the LGBTQ+ community.
It’s no secret that since the 2024 presidential election, corporate support for the 31 million Americans in this community has fallen faster than a disco ball on New Year’s Eve. Gravity Research Pride Pulse 2025 Survey reported that 39% of companies reduced their overall Pride Month commitment in 2025, compared to just 9% in 2024.
Most recently, only 131 Fortune 500 companies were willing to participate in the campaign.Corporate Equality Index 2026,» down 65% from 377 the previous year.
On the ground, Pittsburgh Pride organizers hope to raise only 30 to 40 percent of the sponsorship funds they received a few years ago. Tampa Pride announced a year-long hiatus after a large number of companies dropped their sponsorships. Phoenix Pride recently declared bankruptcy and Tucson Pride filed for bankruptcy. NYC Pride reported a 25% drop in corporate sponsorships.
Speaking about NYC Pride, Pink Media President of Marketing Communications Matt Skallerud said an in-depth look to the big brands who have given up supporting the event:
- Mastercard – Platinum last year, released in 2026.
- Target – “silent partner”, no public mention.
- Garnier — Platinum last year, released in 2026
- Skyy Vodka — Platinum last year, released in 2026, sponsoring a house party.
- Citi – significantly reduced support.
- Nissan — significantly reduced.
- PepsiCo – significantly reduced.
- PricewaterhouseCoopers – significantly reduced.
“What do these brands have in common? » he wrote. “They were, by and large, there for the optics – the visibility, the quarterly DEI metrics, the association with a premium cultural moment.”
The rainbow went down, but the targeting stayed in place
And many of them are still trying to have it both ways, by continuing to target the LGBTQIA+ community with more discreet marketing.
Mastercard is still promoting its True Name program, which says it “empowers the LGBTQIA+ community to be their true selves.” Target, meanwhile, is only carrying Pride products in a “limited number” of stores, but they remain available online, where they can celebrate inclusion from a safer distance.
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To be fair, Mastercard is kind of participating in NYC Pride, paying a group of about 100 employees to carry the company’s banner in the event’s parade. Similarly, in San Francisco, Starbucks will hand out coffee to Pride protesters, but will not make a corporate donation for the event. It’s the corporate way of saying, “Some of our best friends are gay.”
It’s important to note Skallerud’s list of brands that have moved forward when others have fallen back.
- L’Oréal — only remaining Platinum sponsor
- Deutsche Bank – upgraded to Platinum, $100,000 commitment
- Marriott — #LoveTravels, long-term LGBTQ+ program
- Hilton — LGBTQ+ Travel Program, continued
- Wegmans — constant community presence
- Giant Food — continued commitment to Pride
- VIDA Fitness — alongside the community
Brands fool no one
The shift in support for Pride Month is being noticed by consumers, and not just the LGBTQ+ community. A Ubiquitous study found that 37% of U.S. consumers are very aware of brands’ removal from Pride initiatives over the past year. The trend is most pronounced among Generation Z (69% to 75%), Millennials (66% to 78%), and members of the LGBTQ+ community (76% to 85%).
Being inconsistent on important issues hurts brands with all consumers, not just the community the company was trying to connect with. Research carried out by Australia University of New South Wales found that liberal and conservative consumers dislike brands that appear inauthentic or opportunistic in their political positions. This is true whether or not they agree with the brand’s position, new or old.
A problem for brands that move in the direction the political wind blows is that the wind changes direction. Frequently.
Mintel “U.S. Consumer Diversity, Equity, Inclusion, and Belonging Report” found that consumer support for DEI efforts increased from 42% to 56% in a single year, a striking increase during a period when many brands retreated. The report also found that brands that stood firm on their DEI commitments saw their purchase consideration increase, while brands that backed away saw their momentum turn negative.
Furthermore, a Survey commissioned by GLAAD of 5,010 U.S. adults, 68% think brands and businesses should be able to show support for the LGBTQ community during Pride.
Conclusion: don’t do it
In the age of AI, authenticity is the most important brand value. Companies that procrastinate on an external issue would be better off keeping their mouths shut. As the Bible said“Even fools are considered wise if they remain silent.”
Marketers currently model “backlash exposure” to avoid controversy, but data indicates they are miscalculating financial risk. The neglected and very loyal Gen Z and Millennial audience actively tracks who stands their ground and who runs away – and they have long memories.
