Many major brands are retreating from public support for “Pride Month,” citing growing pressure from the Trump administration and public backlash against brand activism.
A Gravity Research survey of over 200 corporate executives found that 39% of companies plan to reduce engagement with “Pride Month” this year, cutting sponsorships of “Pride” events and reducing rainbow-themed merchandise and public messaging.
“It’s clear that the administration and their supporters are driving the change,” said President of Gravity Research Luke Hartig. “Companies are under increasing pressure not to engage and speak out on issues.”
Retailers including Target, Kohl’s, Macy’s, Nordstrom, and Gap have quietly removed “Pride-themed” displays and promotional materials from their stores — a stark contrast to their prominent participation last June.
One widely shared social media post shows a California Target’s rainbow-filled display from June 2024 replaced by patriotic decor this June.
Conservative activist and swimmer Riley Gaines reposted the image on X, calling it the “real meaning of ‘progressive.’”
Other viral posts highlight similar changes, contrasting last year’s rainbow-themed corporate logos during “Pride Month” with this year’s return to standard branding.
Other companies have taken further steps by dropping sponsorships altogether.
Anheuser-Busch, a longtime sponsor of the St. Louis “PrideFest,” withdrew from the event for the first time in decades, leaving organizers $150,000 short of last year’s budget. PepsiCo and Nissan followed suit, scaling back or withdrawing from the “NYC Pride” event, which reported that roughly 20% of its corporate sponsors reduced or ended support.
The rollback reflects a broader shift in public opinion. According to the Gravity Research poll, 61% of executives cite the Trump administration as the “top reasoning for rethinking Pride strategies.”
Since his inauguration, Trump has prioritized reversing many Biden-era policies. Notably, his administration has affirmed the existence of “two biologically distinct sexes,” ended the mandatory use of “preferred pronouns” in government settings, removed “transgender” troops from the military, and signed orders banning men from competing in women’s sports.
As CatholicVote previously reported, Republican support for same-sex marriage has dropped to its lowest level since 2016, reflecting a wider cultural reevaluation, according to a May 29 Gallup poll.
The trend also mirrors broader diversity, equity, and inclusion (DEI) cutbacks seen at companies such as Tractor Supply, Jack Daniels, Ford, McDonald’s, Nissan, Harley-Davidson, and AT&T, amid customer backlash and mounting boycotts.