Data from Gravity Research reveals a concerning trend: 39 percent of brand executives plan to reduce their spending on Pride-related marketing in 2025, a significant rise from just 9 percent the previous year. This downturn suggests that corporate support for LGBTQ+ events is not only diminishing but is being replaced by a cautious approach, particularly among larger companies that fear potential backlash from political sectors opposed to LGBTQ+ inclusivity. Kendall Seketa, chief strategy officer of Gravity Research, describes the hesitation as a direct consequence of increased political pressures, particularly under the recent US administration, which has significantly affected companies that are federal contractors.
The repercussions of this corporate retreat are most keenly felt among LGBTQ+ creators who traditionally rely on partnerships during Pride Month. Many influencers have reported a significant decrease in brand collaboration. For instance, lesbian creators Ashley and Malori Anthony observed their sponsorship revenue plummet from nearly £30k in 2024 to just over £2k thus far in 2025. Similarly, Alysse Dalessandro noted a sharp drop in partnerships, signing only one deal this June, compared to multiple collaborations in previous years.
A broader look at various Pride events across the United States shows an even starker picture. In Philadelphia, while some local sponsorships remain, major names are conspicuously absent, reflecting a nationwide trend that has seen corporations like Anheuser-Busch and Target cut ties with Pride events. Reports indicate that significant budget shortfalls are emerging in well-known festivals such as those in San Francisco and NYC, where losses range between £150k to over £550k due to the withdrawal of key sponsors. As Densil R. Porteous, executive director of Stonewall Columbus, put it, the withdrawal of long-standing corporate partners is 'a little bit heartbreaking'.
Yet amid these challenges, community resilience is evident. Many organizations are pivoting towards grassroots funding and local partnerships to ensure Pride events can still occur. Pittsburgh Pride, for example, is proceeding with its festival despite significant losses in corporate sponsorship, encouraging local engagement to bolster attendance and visibility.
As the political climate continues to influence corporate decisions, LGBTQ+ creators are increasingly seeking alternative income streams to navigate the current landscape. Many are diversifying their efforts by engaging in affiliate marketing or launching new business ventures. Christopher Rhodes, a trans creator who previously enjoyed a rich array of sponsorships, has adopted a proactive approach by reaching out to brands himself - a shift from the laid-back approach he had previously enjoyed.
Some experts suggest that companies that persist in their support could cultivate a deep sense of loyalty among consumers who feel sidelined by mainstream marketing trends. Raul Rios, head of strategy for a creative agency, remarks that this moment creates a unique vacuum for brands that remain committed to their LGBTQ+ audiences, suggesting they could emerge as champions for inclusivity during a time when it is most needed.
Source: Noah Wire Services