Last year’s Pride Month was something of a low financially, and it was largely a reflection of the political moment. There was a significant scale-back by brands on Pride-related spending compared to recent years, and the majority of those brands pointed to the same reason.

  • In 2025, about 40% of companies planned to reduce Pride-related engagement.
  • When asked why, 61% cited the Trump administration, which had signed an executive order terminating all DEI programs within the federal government on Day 1 of Donald Trump’s term earlier that year.
  • Many large companies even voiced fear of government retaliation, potentially losing contracts for supporting what could be seen as “discriminatory” DEI programs.

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The same administration has not changed any of its positions on the matter in 2026, but this time around, brands seem to be less wary to spend on LGBTQ+ causes. According to Bloomberg, large companies such as Mastercard and American Eagle increased their Pride spending in 2026.

  • Similarly, NYC’s Pride March increased its major sponsors by more than 10 from 2025 when the drop in sponsorships was causing budget issues.
  • Pride spending from major companies was at a peak in 2019, according to the Wall Street Journal, and companies like Starbucks and Accenture haven’t supported the event like they did back then.


Rhetoric regarding LGBTQ+ issues has created a polarizing effect on related merch. Companies hoping to appear neutral on social issues may feel less inclined to publicly signal LGBTQ+ causes, though if they have DEI platforms, this thinking likely goes against that logic, causing them to have to make a choice.

Elizabeth Wimbush - smiling woman with curly brown hair
Whether it’s worn, shared or displayed, Pride merchandise can help foster a sense of belonging, celebrate diversity and bring communities together.”

Elizabeth Wimbush, CAS

Director of Sustainability & Responsibility, PPAI

Branded Merch’s Lasting Connections

Politics aside, it is a well-served reminder of branded merch’s power to make lasting connections and the impact that any given piece of merch makes out in the world.

  • As part of PPAI’s Strategic Plan, the Association’s vision statement is: Branded merchandise is the premier marketing channel that powers lasting connections.

As illustrated by the Oslo Pride video above, branded merch is by no means always going to look like a vehicle by which a logo is selling something. It can provide a symbol of safety and community for those who are not necessarily traveling through society with the assumption that those things are guaranteed everywhere.

This, of course, is what lasting connections look like. Distributors and suppliers have previously done well by meeting the demand for Pride merch when that demand has been at its highest. According to Elizabeth Wimbush, CAS, PPAI’s director of sustainability and responsibility, the industry will continue to have the opportunity to meet to moment of lasting connections.

Branded merch can provide a symbol of safety and community for those who are not necessarily traveling through society with the assumption that those things are guaranteed everywhere.”

“At PPAI, we talk a lot about the power of merchandise to create lasting connections, and Pride is a strong example of that in action,” Wimbush says. “Whether it’s worn, shared or displayed, Pride merchandise can help foster a sense of belonging, celebrate diversity and bring communities together.

“While market demand may fluctuate over time, the ability of thoughtfully chosen merchandise to create meaningful connections remains constant.”