Does your brand not carry the rainbow this year during Pride? Congratulations, you just lost credibility

Bad times are running for believing in the progress of humanity. This year, Pride Month has shown a marked decrease in advertising spending and corporate commitment to the LGBTQ+ community. According to an analysis by Buzzoole, investment in content related to diversity and inclusion fell by 21% compared to the previous year. During the first two weeks of June, the decline was even more pronounced, reaching 43% compared to 2024. The “L” stands for “Less Pride” Companies seem to be responding to a changing political environment (to put it mildly). A study […]

Bad times are running for believing in the progress of humanity. This year, Pride Month has shown a marked decrease in advertising spending and corporate commitment to the LGBTQ+ community. According to an analysis by Buzzoole, investment in content related to diversity and inclusion fell by 21% compared to the previous year. During the first two weeks of June, the decline was even more pronounced, reaching 43% compared to 2024.

The “L” is for “Less Pride”

Companies seem to be responding to a changing political environment (to put it mildly). A recent study by Gravity Research revealed that 61% of executives surveyed adjusted their marketing strategies based on the actions of the Trump administration. This connection between politics and marketing has generated distrust among consumers, including both liberals and conservatives, who disapprove of positions they consider inauthentic.

68% of LGBTQ+ adults expressed that they believe marketing during Pride primarily has profit motives. This perception translates into a high level of willingness to boycott brands that retract their support; 80% of the LGBTQ+ community is willing to take this action. This phenomenon has been reflected in the case of Bud Light, whose sponsorship of trans influencer Dylan Mulvaney generated a notable boycott that drastically affected its sales, marking a shift in consumption dynamics.

Additionally, the decline in brand visibility during Pride Month has been corroborated by recent data, which indicates that the number of brands that posted Pride-related hashtags on Facebook plummeted by more than 50% compared to the previous year. This setback suggests that acting inconsistently on socially important issues can be detrimental not only in the realm of activism but also in the general consumer perception of those brands.