Major brands scaled back Pride Month campaigns in 2024. Here's why that matters.

Fifty-five years after a raid on New York City's Stonewall Inn sparked riots that catalyzed the gay liberation movement and became a cornerstone of modern LGBTQ advocacy, Pride celebrations are bigger and bolder than ever. Meant to commemorate the Stonewall uprising each June, Pride Month in many parts of the world has grown into a four-week extravaganza marked by parades, parties, concerts and an array of cultural events that pay homage to its roots in free expression and identity.

Corporations have cashed in on the festivities, especially since the U.S. legalized marriage equality in 2015.

But this year, public-facing Pride campaigns at some of the world's largest brands were quieter than usual. At other companies that previously had them, they were completely absent. Fewer public campaigns mean less visibility, which LGBTQ advocates and consumers in the community say can be dangerous in myriad ways.