This year's Pride Month is notably less vibrant among corporate brands compared to previous years, influenced by a more hostile political landscape under the Trump administration. Companies like Mastercard and Nissan have withdrawn from sponsorship of key events, while a Gravity Research poll indicates that 39% of surveyed businesses plan to scale back their Pride participation, with 65% preparing for backlash regarding their support. Target has faced criticism for its subdued Pride collection, signaling a broader trend of cautiousness among brands in their LGBTQ+ advocacy.
This year, many corporate brands are scaling back their participation in Pride Month events due to the uncertain political climate and backlash concerns.
Polling suggests that 39% of companies plan to reduce Pride-related engagement amid a second Trump presidency marked by hostility towards LGBTQ+ rights.
Brands like Mastercard and Nissan have reportedly refrained from sponsoring major Pride events this year, indicating a shift in corporate engagement strategies.
Target's 2025 Pride collection has faced criticism for being bland and defensive, reflecting a more cautious approach from brands in supporting LGBTQ+ rights.
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