It’s Pride month, and we’re seeing Schrodinger’s marketing, as brands try to come 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 dropped faster than a disco ball on New Year’s Eve. Gravity Research’s 2025 Pride Pulse Poll reported that 39% of companies have reduced engagement for Pride Month in 2025, up from 9% in 2024.
Recently, only 131 Fortune 500 companies were willing to participate in the Human Rights Campaign’s “2026 Corporate Equality Index,” down 65% from 377 last year.
In fact, Pittsburgh Pride organizers expect to raise only 30%-40% of the sponsorship money they’ve received in the past few years. Tampa Pride has announced a one-year hiatus after dozens of companies dropped their sponsorships. Phoenix Pride recently declared bankruptcy, and Tucson Pride went out of business. NYC Pride reported a 25% drop in corporate sponsorships.
Speaking about NYC Pride, Matt Skallerud, president of Pink Media marketing communications, takes a closer look at the big brands that have pulled out of supporting the event:
- Mastercard – Platinum last year, out in 2026.
- Target — “silent partner,” nothing said publicly.
- Garnier – Platinum last year, out in 2026
- Skyy Vodka – Platinum last year, out in 2026, sponsors a house party.
- Citi – support greatly reduced.
- Nissan – very low.
- PepsiCo – it’s going down a lot.
- PricewaterhouseCoopers – heavily discounted.
“What are those signs like?” he wrote. “Generally, they were there for the visuals — the visibility, the DEI quarterly metrics, the encounter with a great cultural moment.”
The rainbow went down, but the pointing stayed up
And, many of them still try to have it both ways, by continuing to target the LGBTQIA+ community with low profile marketing.
Mastercard is still promoting its True Name program, which it says “Empowers the LGBTQIA+ Community to Be Their True Own.” Target, on the other hand, only has Pride for sale in a “limited number” of stores, but it’s still available online, where it can celebrate the installation from a safe 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 serve coffee to Pride marchers, but skip the company’s donation of the event. It’s a business way of saying, “Some of our best friends are gay.”
It’s important to note Skallerud’s list of products that have risen when others have fallen.
- L’Oréal — the only remaining Platinum sponsor
- Deutsche Bank – upgraded to Platinum, $100K commitment
- Marriott — #LoveTravels, a long-term LGBTQ+ initiative
- Hilton – LGBTQ+ travel program, continued
- Wegmans – a consistent public presence
- Great Food – continuing Pride’s commitment
- VIDA Fitness – standing close to the community
Brands don’t fool anyone
The shift in support for Pride Month is being noticed by consumers, and not just in the LGBTQ+ community. Omnisend’s research found that 37% of US consumers are more aware of brands that are returning to Pride programs in the past year. This trend is most prominent among Gen Zs (69%-75%), Millennials (66%-78%), and members of the LGBTQ+ community (76%-85%).
Not being consistent with important issues hurts products for all consumers, not just the public the company was trying to reach. A study by Australia’s University of New South Wales found liberal and conservative consumers dislike brands that appear to be authentic or opportunistic in their political stances. That is true whether they agree or disagree with the brand’s position, new or old.
One problem with brands that move whichever way the political wind blows is that the wind changes direction. In general.
Mintel’s “US Diversity, Equity, Inclusion and Belonging Consumer Report” found that consumer support for DEI efforts rose from 42% to 56% in one year, a dramatic increase at a time when many brands are pushing back. The report also found brands that are sticking to their DEI commitments are seeing their purchase considerations go up, while brands that are lagging are seeing their momentum turn negative.
In addition, a GLAAD survey of 5,010 US adults found that 68% believe that brands and companies should be able to show support for the LGBTQ community during Pride.
Bottom line: Don’t just do it
In the era of AI, authenticity is the most important product value. Companies that move on foreign affairs are better served by keeping their mouths shut about it. Like the Bible he says: “Even fools are considered wise when they are silent.”
Marketers currently model “backward exposure” to avoid controversy, but data shows they’re miscalculating financial risk. Overlooked, the more loyal Gen Z and Millennial audiences keep track of who’s standing firm and who’s running away — and they have long memories.
