In June 2025, a notable change is evident as major U.S. corporations reduce their public support for Pride Month. Companies like Target are scaling back LGBTQ+ merchandise and replacing it with patriotic-themed products, reflecting a broader cultural shift influenced by political and consumer pressures.
Target, previously known for its prominent Pride displays, announced that its 2024 Pride collection would be available only online and in select stores, based on historical sales performance. This decision follows backlash and boycotts over LGBTQ+-themed merchandise in 2023, which led to a decline in sales and threats against employees. In response, Target has reoriented its marketing strategy, emphasizing pro-America themes and reducing the visibility of Pride-related products in its stores.
The retreat from Pride promotions is not isolated to Target. Major corporations such as Anheuser-Busch, Comcast, and Diageo have withdrawn or reduced sponsorships for Pride events, leading to significant budget shortfalls for organizers. San Francisco Pride and NYC Pride reported losses of $200,000 and $750,000, respectively, due to the loss of corporate support.
This trend coincides with a broader rollback of Diversity, Equity, and Inclusion (DEI) initiatives across corporate America. Under President Trump’s administration, there has been increased scrutiny and criticism of DEI programs, prompting companies like Target and John Deere to scale back or eliminate such initiatives. The shift reflects a growing sentiment among consumers and political leaders that corporations should focus on core business practices rather than social activism.
The reduction in corporate support for Pride events has led organizers to seek alternative funding sources. Community-based fundraising efforts have emerged to fill the gaps left by corporate sponsors. For instance, Twin Cities Pride raised over $50,000 through grassroots donations after severing ties with Target. While these efforts demonstrate resilience, they also highlight the challenges faced by Pride organizations in maintaining their events without traditional corporate backing.
The cultural shift away from corporate-sponsored Pride celebrations indicates a reevaluation of the role businesses play in social issues. As companies navigate the balance between inclusivity and consumer expectations, the landscape of corporate involvement in Pride Month continues to evolve.
