Big brands are staying quiet this Pride Month

Consumer brands are wary of provoking right-wing customers and activists, and they fear reprisals from President Donald Trump’s administration.

For the last several years, Pride Month was a splashy marketing event for big brands. Stores adorned windows with rainbow flags, displayed LGBTQ-themed t-shirts and coffee mugs at their entrances, changed their logos on social media accounts, and spotlighted donations to LGBTQ rights groups. But this Pride Month, many retail chains and brands are going quiet. Companies are treading lightly, avoiding prominent campaigns and visible public support. Thirty-nine percent say they plan to scale back public Pride Month engagements this year, according to a survey of more than 200 corporate executives by Gravity Research, a risk management advisory. That includes sponsoring Pride events, posting supportive messages of LGBTQ rights on social media and selling Pride-themed merchandise. Consumer brands are wary of provoking right-wing customers and activists, and they fear reprisals from President Donald Trump’s administration. Federal agencies have threatened to investigate companies with diversity, equity and inclusion programs. Many businesses are tightening their advertising spending due to economic uncertainty over Trump’s tariffs. But businesses cited pressure from the Trump administration as the primary reason for changing their Pride Month approach, according to the survey. “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.”