From loud and proud to lost and quiet? The 'confused adolescence' of Pride 2025

Gone are the rainbow logos, and barely a single Pride campaign has crossed our desks this year—it’s safe to say that Pride 2025 has been anything but loud and proud. 

 

Globally, many companies have noticeably pulled back on public displays of support, such as dropping rainbow logos and scaling down sponsorships for Pride events. The shift has largely been driven by political pressures, especially from the Trump administration, and lingering impacts of past controversies like the Bud Light boycott. Concerned about becoming the next target of backlash, companies are treading carefully.

 

A survey by Gravity Research found that 39% of brand executives plan to reduce their Pride-related marketing this year, a sharp rise from just 9% in 2024, with none intending to increase spending. This reduction in corporate Pride visibility is reflected in fewer rainbow logos, influencer partnerships, and sponsorships of Pride events. For example, only 46% of companies that used rainbow logos in 2023 continued the practice in 2025, down from 61% in 2024.

 

 

In Asia, where much LGBTQ+ sponsorship still comes from US-based multinationals, this impact is being keenly felt.

 

"For instance, fewer global brands are visibly tying their names to Pride events here, and their hesitation is influencing local markets," says David Ko, managing director, RFI Asia - Ruder Finn. "It’s creating a gap, because while political pressures in the US drive these decisions, the expectations and cultural nuances in Asia are quite different. Many LGBTQ+ people and allies here still look to these brands to lead the way in terms of representation and inclusion, so the drop in public support can feel disappointing."

 

In Australia, for example, Meta and Google both pulled their sponsorship of the 2025 Sydney Gay and Lesbian Mardi Gras—the first time in years.

 

"Meta and a few big banks have all rolled back their outward facing initiatives, with many listed companies 'reshuffling or downsizing' their DE&I initiatives," says Blake Mason, group account director & chair of Think Proud at ThinkHQ. "Since Trump has been back in power, it’s like these brands have been given permission to go back to being conservative and ‘anti-woke’. So, instead of slapping a rainbow on their logo for the month, they're quietly cutting back."

 

Beyond political pressures, brands are also grappling with mounting scepticism about rainbow-washing. Often they are accused of using Pride as a marketing opportunity without meaningful commitments to LGBTQ+ communities.

 

"In truth, the LGBTQIA+ community sees the drop in queer content creator endorsements and brand activity that’s currently happening, and we’re now seeing which brands are fundamentally for the community, and which aren’t," says Will Beale, creative director at Virtue Asia. "Brands with queer founders or inherently queer customers will be the brand’s last standing, and these are the brands the community will stand for and love, not for jumping on a train when it’s popular or profitable, but because they’ll do so when it’s especially not. It’s a powerful and telling time."

 

Beale cites Sephora, one of Virtue's clients, as an example of continued allyship noting the company’s year-round commitment to diversity, including a workforce where 14% identify as LGBTQIA+. "This year they’re amplifying stories of LGBTQIA+ employees and brand founders, which is a powerful, transparent way of showcasing their company’s diversity with a heartfelt, emotional lens," he adds.

 

 

Sebastian Diaz, head of media innovation at Bench Media, describes as the 2025 chapter of Pride as facing its "confused adolescent years" in the corporate world.

 

"Is it enough to just rainbow-splash your logo to signal support? Or is it more meaningful to turn symbolism into action? Throw in a Trumpian US social backlash against rainbow-washing and DEI policies, and we have some corporate brands seeing public Pride initiatives as a risk," says Diaz. "No doubt continued rising inflation across Southeast Asia means brands are fighting for every dollar of a sale. It may not be the time to make a political statement as socially conservative markets like Malaysia and Indonesia choose to 'go quiet' rather than risk cultural controversy."

 

Switching to internal initiatives

With public displays of Pride scaling back, many companies are shifting their focus internally, investing in LGBTQ+ employee resource groups (ERGs), gender-affirming healthcare, and inclusive hiring practices.

 

"Many companies are pivoting to focus on internal LGBTQ+ support, like employee resource groups (ERGs), gender-affirming healthcare, and inclusive hiring practices," says Ko. "They’re trying to show that their allyship isn’t just about waving a rainbow flag in June but about creating meaningful change within their own walls. I think this approach has its strengths. It can build trust with employees and demonstrate year-round commitment, which is especially important for avoiding accusations of 'rainbow-washing'."

 

To that extent, companies like Shiseido are implementing internal programs such as 'Diversity Week for LGBTQ+' to foster inclusivity within the workplace.

 

 

However, a reliance on internal initiatives without visible public support risks alienating LGBTQ+ consumers who seek vocal advocacy. Younger demographics, particularly Gen Z, value visible allyship. Without public advocacy, brands may be perceived as retreating from their commitments altogether.

 

"In Asia, where public representation is still growing, visible support is crucial for normalising LGBTQ+ inclusion," adds Ko. "So while internal initiatives are great, they need to be balanced with authentic external actions."

 

Gen Z is a key demographic shaping LGBTQ+ advocacy strategies. Roughly one in five Gen Z adults identify as LGBTQ+, with surveys in the U.S. and UK showing their expectations for brands to be consistently authentic and supportive.

 

"Gen Z, especially women, can smell performativity a mile away," says Mason.

 

"They want authenticity and to know that a brand’s values are a true part of its cultural DNA, not just rainbow merch dusted off around Mardi Gras and Pride. Strategically, if DE&I and support of the LGBTQ+ community is true to a brand’s values and is in service of its internal teams and the communities within which it operates, supporting Pride should remain firmly in its marketing mix. If brands keep chopping and changing their positions and values based on who’s in the White House, it’s a race to the bottom."

 

Across the board, Gen Z is pushing brands to go beyond surface-level gestures.

 

"In Asia, where Gen Z is also highly digital and socially conscious, their expectations are shaping how brands engage," says Ko. "They want to see real partnerships with LGBTQ+ communities, inclusive product designs, and visible advocacy. If brands don’t step up, they risk losing this influential demographic."

 

"When brands create from an inauthentic ill-informed perspective, it’s incredibly obvious to most advertising-jaded Gen Zs," adds Beale. "With queerness being heavily normalised inside youth culture, it’s more important than ever that brands show up for the LGBTQIA+ community in authentic and deep-rooted ways. This aligns with this generation’s disposition towards real, tangible actions over performative grand gestures."

 

Meaningful support beyond Pride Month

 

For brands truly committed to supporting LGBTQ+ communities, the focus should be on tangible impact within their budgets.

 

"Instead of slapping a rainbow logo on everything, look for community groups or events to sponsor, fund arts initiatives, amplify LGBTQ+ voices via owned channels, and invest in education initiatives," advises Mason. "Support us all year-round, not just for Pride month, and do it in consultation with the community to align with priorities and expertise. That’s how you make a real, sustainable difference."

 

With fewer brands sponsoring big Pride events, there is an opportunity to rethink how support is shown. Instead of focusing on high-profile campaigns, brands can invest in grassroots initiatives.

 

"For example, they can support local LGBTQ+ organisations, partner with queer-owned businesses, or fund community projects. These efforts often feel more authentic because they’re about creating actual impact rather than just visibility," says Ko.

 

Collaborations with LGBTQ+ creators and artists are another effective route.

 

 

 

 

 

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"By working with diverse voices year-round, brands can show they genuinely care about representation and inclusion," adds Ko. "In Asia, where authenticity is highly valued, these efforts can resonate deeply. At the same time, companies should ensure their internal policies, like inclusive hiring and gender-affirming healthcare, align with their external messaging. Consistency is key to avoiding accusations of performative allyship."

 

Critically, DE&I efforts must align with business goals and financial outcomes. Demonstrating that DE&I contributes to retaining high-caliber employees, reducing turnover, strengthening customer loyalty, or improving innovation can help protect funding.

 

"When a CFO sees that something positively impacts the bottom line, it’s a much easier conversation to have," says Mason. "We shouldn’t let the Trump brigade and the conservative lobby dictate whether we’re valued or supported. Brands should be putting their money and their power toward making a genuine, measurable, and ongoing impact. Because our rights, our dignity, and our happiness shouldn’t be a marketing opportunity, they’re non-negotiable."

 

Ultimately, Ko concludes, "brands need to focus on building relationships with the LGBTQ+ community, not just during Pride Month but all year round. When they do, their actions will speak louder than any rainbow logo ever could."