DEI crackdowns can't keep Pride Month down! This year, companies are remaining more discreet regarding their public support for the LGBTQ+ community during Pride Month.
In past year’s we’ve seen traditions such as companies updating their logo to feature the rainbow flag or brick and mortar stores being loud and proud with their Pride Month displays. Many of them even making monetary donations to various LGBTQ+ organizations.
This year, the allyship has been noticeably quieter.
According to a research survey, “39% of companies plan to reduce Pride-related engagement” this year. The survey also finds that “61% of executives cite the Trump administration as the top reason for rethinking Pride strategies.”
Recent public backlash from anti-LGBTQ+ conservatives has put pressure on these brands. Target has decided to sell its Pride merch only in select stores after threats against staff and stores, and instead sell the full collection online.
Bud Light's partnership with trans influencer Dylan Mulvaney spurred boycotts, political outrage.
Recently, NYC Pride announced it had lost multiple major sponsors who previously financially supported the annual march.
Trump's infamous executive orders ending DEI programs in the federal government also didn't set a great example for companies and their climates surrounding inclusivity.
Despite many brands choosing to forgo their Pride Month festivities, these brands are continuing to show their support:
Levi’s
Levi’s “Meet You In the Park” Pride collection this year is inspired by queer liberation iconography, paying homage to the history of togetherness and the importance of safe spaces for all LGBTQIA+ folks. In support of the collection, Levi’s will make an annual $100,000 donation to Outright International.
MAC
This year, Mac launched its “Viva Glam” campaign, featuring a new lip gloss co-created with Grammy-winning pop star Kim Petras, who was also the face of Mac’s Pride Month campaign last year. The beauty giant is not only donating 100% of the proceeds from the limited-edition lip gloss but also pledging $1 million to LGBTQ+ charity partners, including The Trevor Project, Hetrick-Martin Institute, and It Gets Better.
Converse
For Converse's 11th annual Pride collection, includes the new Chuck Taylor All Star Lift Double Stack, a chunky platform style, and the new Chuck Taylor All Star XXHi, a knee-high style.
The company currently partners with organizations, It Gets Better, IGLYO and Homotopia. Since their first Pride collection in 2015, the company has donated and pledged $3.4 million to LGBTQ+ charities.
Puma
Not only did the company vehemently refuse to roll back their DEI initiatives, but they also donate to several LGBTQ+ programs, including The Trevor Project, and GLAAD.
The sports giant released a brand-new collection featuring the Palermo Pride sneaker and Easy Rider Pride sneaker, and the Cool Cat 2.0 Pride slide. The collection also features other apparel festive for Pride Month.
Jansport
This year, JanSport’s 2025 Pride Collection consists of designs showcasing positive messages in colorful fonts, focusing on the mental well-being of LGBTQ+ youth.
Jansport supports The Trevor Project and, over the past five years, has donated more than $250,000 to the LGBTQ+ network.
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