Pride Month is here, but the atmosphere this year is complicated. After the reelection of Donald Trump and the intensified political pushback on Diversity, Equity, and Inclusion (DEI) programs, there’s been a noticeable retreat of corporate funding for Pride events. Some of the biggest and most celebrated Pride events in the U.S. are feeling the strain, forced to scale back their plans. But behind the canceled floats and smaller stages lies a deeper story: the true nature of corporate “allyship” and a stark reminder of how vital it is for us to stand strong together.
Historical Context: How We Got Here
Pride didn’t start as a parade with floats sponsored by beer companies and tech giants; it was born in the streets as a protest against police brutality and systemic violence against LGBTQ+ people. In the decades that followed, corporate sponsorship became a significant part of Pride, often turning these grassroots protests into big, sparkly festivals with serious cash backing.
By the 1990s and early 2000s, Pride was a major brand opportunity. Companies like Absolut, American Airlines, and later tech giants like Google and Facebook started slapping rainbows on everything they could sell and pouring millions into parades. For a while, it felt like we had powerful allies on our side, at least for 30 days every June.
However, corporate allyship has consistently presented challenges. When the winds of politics shift, these same “allies” too often vanish like confetti after the parade.
The Current Political Climate: Pressure, Protests, and Pullbacks
The 2024 election put a spotlight back on LGBTQ+ rights, but not in the way we hoped. Trump’s reelection campaign leaned hard into culture war rhetoric, stoking fears about “woke corporations” and “radical gender ideology.” In 2025, his administration has already rolled back federal DEI guidelines and signaled to businesses that LGBTQ+ inclusion is politically risky. The results? Companies are buckling under that pressure and pulling out of Pride.
For example, San Francisco Pride saw sponsorships from Comcast, Anheuser-Busch, and Diageo vanish this year, leaving them $200,000 in the hole. NYC Pride lost $750,000 in funding as PepsiCo and Nissan withdrew. In Toronto, Google and Home Depot dropped out just weeks before their events. And this isn’t just about money; it’s a signal. When companies drop Pride sponsorships so fast under political pressure, it shows they were never truly invested in queer liberation—they were invested in the rainbow dollar.
On top of the money drying up, there’s the real threat of violence. The FBI and Homeland Security have already warned of “credible threats” against Pride events this year. In a world where hate crimes against LGBTQ+ people are increasing, this is no idle warning. We’re seeing record numbers of protests against Pride across the country, egged on by the same culture war drumbeat that’s pushing corporations back into the closet.
Questioning Corporate Allyship: When the Rainbow is Just for Profit
The whiplash is brutal, but it’s also clarifying. Target’s decision to remove its Pride displays last year, in response to conservative pressure, conveyed a message that their commitment to our community was not unconditional. When Meta dropped its DEI initiatives and San Francisco Pride said, “We’re done with you,” it was a clear sign that we can’t rely on rainbow capitalism to save us.
It’s disheartening to observe the rapid erosion of corporate “allyship” during challenging times. But it’s also a chance to remember that Pride wasn’t born in boardrooms. It was born in defiance, in the streets, and in the refusal to back down.
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Resilience in the Face of Adversity: Grassroots to the Front
Despite the corporate pullback, Pride isn’t canceled. It’s evolving. Across the country, communities are stepping up to keep the spirit alive.
In the Twin Cities, a crowdfunding campaign raised $89,000 to cover a $50,000 budget gap; no sponsors needed. San Francisco’s local LGBTQ+ foundations chipped in $55,000 to keep their celebration afloat. Small businesses, queer-owned and fiercely independent, are filling the gaps left by big brands.
This is what real community looks like: resilient, defiant, and deeply rooted in solidarity. When we don’t have billion-dollar logos to prop us up, we turn to each other.
Calls to Action: How to Keep Pride Alive
The current climate, full of political attacks, corporate cowardice, and rising hate, can feel overwhelming. But this isn’t the first time our community has faced down adversity, and it won’t be the last. If there’s one thing Pride Month 2025 is reminding us, it’s that we are our own best allies. When the big corporations pull out and the bigots show up, our greatest power comes from each other.
As Pride Month begins, here’s what we can all do to keep this movement alive and thriving:
- Show Up: Attend your local Pride events if you can, especially those organized by small or BIPOC-led groups. Your presence is power.
- Support Local Queer Businesses: Forget the rainbow capitalism; spend your money with businesses that actually live and breathe LGBTQ+ values year-round.
- Volunteer and Donate: If your local Pride event is short on cash or help, consider volunteering your time or donating directly. Even small contributions add up.
- Demand Real Allyship: Don’t let corporations get away with “rainbow washing” in the good years, only to ditch us when things get tough. Use your voice as a consumer and a citizen, call them out and demand real, sustained commitments to LGBTQ+ communities.
- Stay Safe and Look Out for Each Other: This year, be aware that protests and potential violence are real concerns. Go with a group, stay aware of your surroundings, and keep connected with trusted people during Pride events. We deserve to celebrate safely.
The Bottom Line
The truth is, 2025 Pride events will look different. They’ll be smaller in some places, maybe a little rough around the edges without big sponsors footing the bill. But in that rawness is a return to our roots. We don’t need corporate logos to make Pride real. We need each other.
So as we step into Pride Month, let’s remember:
- Pride started as a riot.
- Pride was built on resistance, love, and a fierce community.
- Pride is about refusing to let hate win, no matter how loud the protests or how cold the corporate boardrooms.
We’re here. We’re queer. And no matter how much the bigots or the corporations pull back, we’re not going anywhere.
