This Pride Month looks different from that of previous years. Whereas ads for merchandise emblazoned with “Love Is Love” and rainbow-themed company logos were commonplace, there’s now a noticeable lack of color.
Your eyes aren’t playing tricks on you. Nearly 40% of companies planned to reduce Pride-related engagement this year, according to a recent poll of leaders across Fortune 500 and Global 1000 companies by Gravity Research.
- Engagement includes sponsoring Pride events, posting supportive messages of LGBTQ+ rights on social media and selling Pride-themed merchandise.
- Notably, no surveyed companies said they were planning to increase engagement this year.
It’s a stark contrast from last year’s results, in which 78% of companies reported that they didn’t plan on changing their Pride strategy.
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As for why brands are scaling back their Pride engagement, 61% of executives cited the Trump administration as the top reason for rethinking their strategies, according to the poll.
- On Day 1, President Donald Trump signed an executive order terminating all DEI programs, initiatives and positions in the federal government, alleging they were discriminatory.
- He signed another executive order a day later threatening private companies to end their “immoral” DEI programs in favor of “merit-based” opportunities.
Additionally, conservative backlash is a large concern for many brands after what happened in 2023 to companies like Target – for its Pride merch collection – and Bud Light – for a promotion featuring transgender influencer Dylan Mulvaney. According to Modern Retail, some say the protests cast a pall across corporate America.
Gary Carr
Owner, Banepoint
Gary Carr, owner of Georgia-based distributor Banepoint, calls the situation “a powder keg.”
“With increasing polarization, this [trend] was inevitable,” Carr says. “DEI has become the boogeyman. Retailers are wary of becoming targets, so they view merchandise tied to diversity or anything perceived as ‘other’ as a potentially risky move.”
The Power Of Pride Merch
Pride Month engagement, particularly the sale of related merch, has come under fire from even those within the LGBTQ+ community.
“Rainbow capitalism” or “rainbow washing” are terms describing the commercialization of Pride month without any action behind it. Without inclusive company policies, donations to supportive LGBTQ+ initiatives or year-round advocacy tied to Pride engagement, the effort can come across as disingenuous.
But when done right, Pride merch can be a game changer.
Distributors say that not only can Pride promo products foster a sense of acceptance and belonging, but also many are tied to philanthropic efforts, with companies often donating portions of proceeds to LGBTQ+ organizations and charities. This activism-focused element is crucial in creating a successful collection, as it signifies real allyship and action rather than hopping on a trend simply for profit.
Britt Corrigan
Co-Founder & Brand Curation Specialist, Left Bank Creative
“Businesses are starting to understand that rainbow washing without real support behind it doesn’t cut it anymore, and those who were just checking a box are being called out – or opting out,” says Britt Corrigan, co-founder and brand curation specialist of Cleveland-based distributor Left Bank Creative.
As a result of changing perceptions – supporting the LGBTQ+ community is no longer seen as merely “trendy” – many “rainbow capitalists” have disappeared, leaving more room for Levi’s, Converse, Abercrombie and other brands who have stayed true to their missions and continue to sell Pride merch.
“In a time when queer rights are being challenged across the country, Pride merch becomes a symbol of solidarity,” Corrigan says. “It tells employees, customers and communities: We see you, we support you and we’re not afraid to show it.”
‘It’s A Movement’
Contrary to the research, Ty Collier, founder and CEO of Columbus, Ohio-based distributor PridePromo by Queerencia, hasn’t experienced a decline in demand. In fact, Collier says he has seen clients doubling down on Pride merch.
“Pride isn’t a marketing moment – it’s a movement,” Collier says.
Ty Collier
Founder/CEO, PridePromo by Queerencia
Additionally, many brands are leaning into subtle and inclusive designs without overt branding, according to Collier, which brings “the LGBTQ+ community back to the center of Pride, which is a meaningful and welcome change.”
- Partnering with LGBTQ+-owned businesses and charities enables your merch to not just be a marketing strategy but also a way to give back to the community. They can also help lead you to designs and products that are authentic and thoughtful.
For companies still making Pride merch, adapting to the times and needs of the community is key.
When it comes to making successful product lines, Corrigan says that Pride merch “isn’t one-size-fits-all, but when it’s done right, it becomes something really special.”
