Companies Ebb and Flow in Their Pride Support

June 7, 2025
HANK ORSO

Well, we all knew they would, and they did, but some aren't. What's that? What are some doing or not doing or...something? Money for Pride. Thanks to our dear orange "leader" and his rabid fear of the gays, his anti-DEI stance in his administration and his power to influence corporations who want to line up to lick his boot-heel and kiss his ring, many corporations have scaled back, or completely eliminated, their corporate sponsor money for Pride events across the country. But we have taken note, acted accordingly, and the economic response has been troublesome for some. Looking at you, Target! But, on the flip side, there are those who have stood firm by their convictions that Pride is something to celebrate (and profit from!) and have continued to engage the community, both in words and action.

So let's see who are the boot lickers, and who are the ones dancing alongside us in fancy heels!

According to a recent CNN article, 39% of corporations are diminishing their Pride output, which means less or no parade sponsorship, putting rainbow festooned merchandise front and center, or displaying positive messaging on their social media accounts. Some have cited economic uncertainty over the fluctuating tariff situation, but when it comes down to it, it's due to pressure from the administration to "investigate companies with diversity, equity, and inclusion programs." “It’s clear that the administration and their supporters are driving the change,” said Luke Hartig, the president of Gravity Research. “Companies are under increasing pressure not to engage and speak out on issues.”

And that can only hurt business in the long run. Because the community sees and remembers. “'By weaponizing federal agencies like the EEOC and the Justice Department to intimidate companies that support LGBTQ+ inclusion, this administration is creating an anti-business, anti-worker atmosphere,' said Eric Bloem, the vice president of corporate citizenship at the Human Rights Campaign Foundation. Many businesses have stopped participating in the Human Rights Campaign’s scorecard on corporate policies and benefits for LGBTQ employees due to backlash. 'Companies that show up only when it’s convenient, or backtrack the moment there’s political pressure, risk losing trust and credibility,' Bloem said."

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We all know what happened with the Bud Light debacle, when their sales plummeted after conservatives got all butt-hurt over the company's partnering with Dylan Mulvaney, so they backtracked. And in 2023, a similar effect occurred over Target's LGBTQ-related merch and swimsuits geared towards the trans community. After conservative blowback, Target scaled back their visible support last year, and more so this year over its expressed DEI programs. "But Target’s Pride merchandise is limited and displayed less prominently in stores than in previous years, said one Target senior leader who spoke under the condition of anonymity because they were not authorized to speak publicly. Target store employees and customer excitement for Pride Month has dissipated as a result of the company’s shift, according to the senior leader. 'It feels like we have catered to the direction of the administration,' this person said."

Kohl's, Macy's, Nordstrom, and Gap have all reversed their front-facing displays that were so prominent in years past, according to the CNN report. Additionally, Mastercard, Nissan, Citi, PepsiCo, and consulting firm PriceWaterhouseCoopers (PwC) have all pulled their monetary sponsorship of NY's Pride Parade and celebrations.

But some, according to Sarah Kate Ellis, president of advocacy group GLAAD, are choosing to do more substantial work with employees that is more internally meaningful, rather than large one-off displays. “Companies are going deeper and wider, rather than supporting an event,” Ellis said. “They’re finding better ways to thread their work supporting the LGBTQ community into their organizations.”

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So, are there any companies that still have our backs in a genuine way?

Yes! According to reporting by The Pink News. And here are just some of them. Levi's, after shareholders shut down a move to break up their DEI programs, has released a Pride line based on iconic liberation imagery, including the historical inverted pink triangle. Shop their collection here. Diesel teamed up with the Tom of Finland Foundation again to create a line that includes clothing and a phone case. The models for the line's ads were garnered from Grindr! Guess watches have a line that benefits The Trevor Project. Brett Gibson, President of Guess, explained:

Our Worn with Pride collection celebrates inclusivity and self-expression through beautifully crafted watches that allow consumers to make their own personal statement every day. In partnership with The Trevor Project, we aim to uplift communities and create a meaningful impact. This initiative transforms pride into purposeful action and celebrates the diversity that strengthens us all.

You can shop the new Converse line of Chucks here, which bolsters the over $3 million they've donated since starting their charity contributions ten years ago. Jansport, Hollister, Abercrombie and Fitch, Nivea, Reiss, Puma, Skullcandy, and even Apple are touting their new designs and merch alongside charity donations. MAC Cosmetics, along with their line, also features Kim Petras returning as the face of their Viva Glam campaign.