Communications Guidance for Pride that Brands Can Apply Year-Round

The current social climate has created uncertainty related to diversity, equity and inclusion (DEI) initiatives. Many corporations and organizations have either rolled back DEI programs or reimagined and reframed their DEI platforms and inclusive language in this Era of Business Pragmatism.

Because of changing dynamics, corporate and brand engagement in Pride Month 2025 is looking a bit different than it has in recent years. Reports indicate that many corporations and organizations are downplaying Pride marketing efforts and several major Pride festivals have lost some of their longtime sponsors.  

According to a recent survey by Gravity Research, two in five corporations intend to scale back Pride engagements this year. The reasons for scaling back mirror the reasons some companies have rolled back some DEI initiatives in general:

• The Trump Administration ending DEI initiatives within the federal government precipitating the need for companies to examine DEI initiatives and language – particularly those with federal contracts or strong ties to federal agencies.  

• Concerns about the prospect of protracted and public lawsuits filed by conservative groups or being called out on social media by conservative activists and commentators.

• Proposals to eliminate DEI initiatives by activist corporate investors.  

Despite these challenges, there are still many corporations and organizations showing support for Pride Month both externally and internally, although some of the Fortune 1000 companies cited in the Gravity Research indicate that they may focus more on internal recognition than on external promotions.  

Following are some recommendations about how organizations and brands can consider approaching their support for Pride – not just in June but all year long.

Should every brand be celebrating Pride Month in the future?

If an organization wants to show support for a marginalized population who likely makes up a portion of its customer base and employee population – yes. But the reality is far more nuanced, particularly for organizations that work with or rely on federal government agencies – and some state agencies – for funding or other support.

The decision to celebrate Pride Month (and any cultural event) should first be grounded in your organization’s business objectives, mission and core values. These factors should not only inform whether a brand engages in Pride activities but also how to engage – ranging from highly visible sponsorships or product lines to the more subtle (but just as impactful) philanthropic work.

Regardless of the social issue or cultural observance, brand builders should think carefully about who they serve and what will resonate with those audiences. Does public support for the LGBTQ+ community matter to your employees? Will customers appreciate it? Weigh the potential benefits of demonstrating visible support (i.e., increasing customer loyalty, employee engagement) vs. the potential risks (i.e., losing customers, including government contracts, losing or alienating some employees, or negative media coverage).

What should companies keep in mind when planning how to support and celebrate observances like Pride Month internally?

It’s important to understand what will resonate best with your employees because there are many ways to celebrate and support these kinds of events and observances internally. During Pride Month, you’ll likely see a range of examples from Pride-focused discussions and events, to sharing resources on how to be a better ally, to volunteering with or donating to LGBTQ+ organizations. Find out how your employees want to celebrate and be sure to involve your teammates close to the issue (Employee Resource Groups or Affinity Groups) in the planning of both internal and external activities. Letting employees drive the efforts as much as possible will help ensure you’re supporting Pride in the most meaningful ways.

But beyond the celebrations, it’s also critical to make sure your company isn’t just talking the talk but walking the walk. Companies celebrating Pride most authentically are the ones whose activities are aligned with the company’s values and culture. Are you cultivating an environment that’s inclusive and makes all employees feel like they can be themselves at work with a sense of belonging? Do your employees feel supported, valued and respected regardless of their race, gender, religious belief or orientation? These questions are relevant well beyond Pride Month. If you don’t have an inclusive culture, your celebrations won’t feel genuine – and ideally, you’ll want to be creating that culture of inclusivity and belonging throughout the year. Conversely, it’s important to remember that not all religions treat the topic the same, and you may have employees who are members of religious groups with differing views.  

How should companies and brands demonstrate their support for observances like Pride Month and LGBTQ+ issues in the communities where they operate?

A company’s approach to Pride Month and LGBTQ+ issues is really no different than their approach should be for any social or cultural issue. First and foremost, it should be guided by an overarching business strategy that is grounded in the organization’s mission, vision and values, and should be authentic to who they are.

In today’s environment, many organizations may lean more on their internal support for Pride Month – and other cultural observances – and less so on external activities and social media posts.  

If you determine that celebrating or supporting any social issue aligns with your business strategy, mission, vision and values, your actions need to be more than simply “checking the box.”  Specifically for Pride Month, simply changing a company’s logo to be rainbow colored in June and sharing a few social media posts could ring hollow, especially if you’re not demonstrating support all year long. Before you make that logo swap, think about what you’re doing internally and externally to support LGBTQ+ stakeholders. What are you doing to help drive change? Do you have proof points to demonstrate your support?

It’s important to note that social issues can be sensitive, sometimes polarizing topics, and when you take a stand, you run the risk of alienating those who don’t agree with you. And increasingly, some companies are facing negative public comments, calls for boycotts and even lost revenue for supporting some social issues. Conversely, some companies also have faced boycotts and lost revenue for rolling back their DEI initiatives publicly – prompting many companies to keep their heads down and stay out of the fray.  

Before speaking out, make sure you’re “in it” for the long haul. Backpedaling after receiving negative comments can often do more damage to a company’s reputation than good.  

What should the role of a Human Resources Department play in determining how companies recognize Pride Month and other cultural events?

HR’s role is helping employees be seen, heard and recognized as individuals every day of the year. Pride Month and other observances present opportunities to reaffirm your company’s commitment to supporting LGBTQ+ employees, allies and inclusion overall. HR also ensures that your organization is following any relevant federal, state and local government rules and guidelines.  

Empower your employees to help organize local activities, events and celebrations, rather than having a top-down corporate approach.

It’s also important to ensure that fully remote employees feel included and supported, so plan a good mix of digital ways to celebrate and educate – such as hosting online conversations and events.

From a company policy perspective, consider multiple points of view to ensure that anything that is instituted company-wide is fair and inclusive.

No One-Size-Fits-All Approach

More than ever, there is no “one way” to demonstrate support for social issues and cultural observances – including Pride Month. Each organization must take a look at the external and internal forces at play when making decisions about if, how and when to demonstrate support. Then do what is in the best interest of their organization.  

This is an updated version of a piece that was first posted in June 2023.

Perry Lowder, Samantha Strader, Natalie Smith, Jennifer Toole and Maliya Rooney contributed to this post.