{"id":11103,"date":"2026-06-05T18:39:59","date_gmt":"2026-06-06T00:39:59","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=11103"},"modified":"2026-06-05T18:39:59","modified_gmt":"2026-06-06T00:39:59","slug":"brands-want-to-be-in-and-out-of-the-closet-for-pride-month","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=11103","title":{"rendered":"Brands want to be in and out of the closet for Pride Month"},"content":{"rendered":"<div><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/Pride-marketing-confusion-brands-800x450.png\" class=\"attachment-large size-large wp-post-image\" alt=\"A giant weather vane shaped like a corporate executive spins wildly in changing political winds while desperately clutching a rainbow flag\" \/><\/div>\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-thumbnail\"><img decoding=\"async\" width=\"200\" height=\"104\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6-200x104.png\" alt=\"\" class=\"wp-image-409919\" \/><\/figure>\n<\/div>\n<p>It\u2019s Pride Month, and we\u2019re seeing <a href=\"https:\/\/en.wikipedia.org\/wiki\/Schr%C3%B6dinger's_cat\" target=\"_blank\" rel=\"noopener\">Schrodinger\u2019s marketing<\/a>, as brands try to be both in and out of the closet with their support of the LGBTQ+ community.\u00a0<\/p>\n<p>It\u2019s no secret that since the 2024 presidential election, corporate support for the 31 million Americans in this community has dropped faster than a disco ball on New Year\u2019s Eve. Gravity Research\u2019s <a href=\"https:\/\/www.gravityresearch.com\/posts\/corporate-approaches-to-pride-2025\/\" target=\"_blank\" rel=\"noopener\">2025 Pride Pulse Poll<\/a> reported that 39% of companies reduced overall Pride Month engagement in 2025, up from just 9% in 2024.<\/p>\n<p>More recently, only 131 Fortune 500 companies were willing to participate in the Human Rights Campaign\u2019s \u201c<a href=\"https:\/\/reports.hrc.org\/corporate-equality-index-2026\">2026 Corporate Equality Index,<\/a>\u201d down 65% from 377 the year before. <\/p>\n<p>On the ground, Pittsburgh Pride organizers expect to raise only 30%-40% of the sponsorship money they got a few years ago. <a href=\"https:\/\/tampapride.org\/\" target=\"_blank\" rel=\"noopener\">Tampa Pride<\/a> announced a one-year hiatus after a slew of corporations dropped their sponsorships. Phoenix Pride recently declared bankruptcy, and Tucson Pride went out of business. NYC Pride reported a 25% drop in corporate sponsorships.<\/p>\n<p>Speaking of NYC Pride, Matt Skallerud, president of Pink Media marketing communications, has <a href=\"https:\/\/www.linkedin.com\/pulse\/void-left-corporate-retreat-whos-filling-matt-skallerud-vkgue\/\" target=\"_blank\" rel=\"noopener\">an in-depth look<\/a> at the major brands that backed out of supporting the event:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Mastercard \u2014 Platinum last year, out in 2026.<\/li>\n<li>Target \u2014 \u201csilent partner,\u201d no public mention.<\/li>\n<li>Garnier \u2014 Platinum last year, out in 2026<\/li>\n<li>Skyy Vodka \u2014 Platinum last year, out in 2026, sponsoring a house party.<\/li>\n<li>Citi \u2014 drastically reduced support.<\/li>\n<li>Nissan \u2014 drastically reduced.<\/li>\n<li>PepsiCo \u2014 drastically reduced.<\/li>\n<li>PricewaterhouseCoopers \u2014 drastically reduced.<\/li>\n<\/ul>\n<p>\u201cWhat do those brands have in common?\u201d he wrote. \u201cThey were, by and large, in it for the optics \u2014 the visibility, the quarterly DEI metrics, the association with a premium cultural moment.\u201d\u00a0<\/p>\n<h2 class=\"wp-block-heading\">The rainbow came down, but the targeting stayed up<\/h2>\n<p>And, many of them are still trying to have it both ways, by continuing to target the LGBTQIA+ community with lower profile marketing.\u00a0<\/p>\n<p>Mastercard still promotes its True Name program, which says it is\u00a0 \u201cEmpowering LGBTQIA+ Community to be Their True Self.\u201d Target, meanwhile, only has Pride merchandise in a \u201climited number\u201d of stores, but it remains available online, where it can celebrate inclusion from a safer distance.<\/p>\n<p><a href=\"https:\/\/www.semrush.com\/lp\/semrush-one\/en\/?utm_campaign=ic_semrush_one&amp;utm_source=searchengineland.com&amp;utm_medium=overlay&amp;onboarding=off\" target=\"_blank\"><\/a><\/p>\n<div>\n<div>\n<div class=\"headline-responsive\">\n        Your customers search everywhere. Make sure your brand <span>shows up<\/span>.\n      <\/div>\n<p>\n        The SEO toolkit you know, plus the AI visibility data you need.\n      <\/p>\n<\/div>\n<div>\n      <span>Start Free Trial<\/span>\n    <\/div>\n<div>\n<div>Get started with<\/div>\n<p>      <img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp\" alt=\"Semrush One Logo\" \/>\n    <\/p><\/div>\n<\/div>\n<p><\/p>\n<p>To be fair, Mastercard is still sort of participating in NYC Pride, paying for a group of employees to carry the company\u2019s banner in the parade. Similarly, in San Francisco, Starbucks will hand out coffee to Pride marchers, but is skipping a corporate donation for the event. That\u2019s the corporate equivalent of \u201cSome of our best friends are gay.\u201d<\/p>\n<p>It\u2019s important to note Skallerud\u2019s list of the brands that stepped up when others stepped back.<\/p>\n<ul class=\"wp-block-list\">\n<li>L\u2019Or\u00e9al \u2014 sole remaining Platinum sponsor<\/li>\n<li>Deutsche Bank \u2014 increased to Platinum, $100K commitment<\/li>\n<li>Marriott \u2014 #LoveTravels, long-term LGBTQ+ program<\/li>\n<li>Hilton \u2014 LGBTQ+ travel program, continued<\/li>\n<li>Wegmans \u2014 consistent community presence<\/li>\n<li>Giant Food \u2014 continued Pride commitment<\/li>\n<li>VIDA Fitness \u2014 standing by the community<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\">Brands aren\u2019t fooling anyone<\/h2>\n<p>The change of support for Pride Month is noticed by consumers, and not just in the LGBTQ+ community. An <a href=\"https:\/\/www.omnisend.com\/blog\/pride-month-participation\/\" target=\"_blank\" rel=\"noopener\">Omnisend study<\/a> found that 37% of U.S. consumers are very aware of brands pulling back from Pride initiatives over the last year. The trend is most pronounced among Gen Zs (69%-75%), Millennials (66%-78%), and LGBTQ+ community members (76%-85%).<\/p>\n<figure data-wp-context='{\"imageId\":\"6a2317faf2790\"}' data-wp-interactive=\"core\/image\" data-wp-key=\"6a2317faf2790\" class=\"wp-block-image size-large wp-lightbox-container\"><img decoding=\"async\" width=\"800\" height=\"566\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/Importance-1-800x566.png\" alt=\"\" class=\"wp-image-409915\" \/><button class=\"lightbox-trigger\" type=\"button\" aria-label=\"Enlarge\" data-wp-init=\"callbacks.initTriggerButton\" data-wp-on--click=\"actions.showLightbox\" data-wp-style--right=\"state.imageButtonRight\" data-wp-style--top=\"state.imageButtonTop\">\n<p>\t\t<\/p><\/button><\/figure>\n<p>Being inconsistent on important issues hurts brands with all consumers, not just the community the company was trying to connect with. Research by Australia\u2019s <a href=\"https:\/\/www.businessthink.unsw.edu.au\/articles\/brand-activism-political-engagement-consumer-attitudes#:~:text=Our%20previous%20research%20has%20found,support%20a%20particular%20social%20issue.\" target=\"_blank\" rel=\"noopener\">University of New South Wales<\/a> found liberal and conservative consumers dislike brands that appear inauthentic or opportunistic in their political stances. That\u2019s true regardless of whether they agree or disagree with the brand\u2019s stance, new or old.\u00a0<\/p>\n<p>One problem for brands that go whichever way the political wind blows is that the wind changes direction. Frequently.<\/p>\n<p>Mintel\u2019s <a href=\"https:\/\/store.mintel.com\/report\/us-diversity-equity-and-inclusion-market-report\" target=\"_blank\" rel=\"noopener\">\u201cU.S. Diversity, Equity, Inclusion and Belonging Consumer Report<\/a>\u201d found that consumer support for DEI efforts rose from 42% to 56% in a single year, a striking increase during a period when many brands pulled back. The report also found brands that held firm on their DEI commitments saw their purchase consideration tick upward, while brands that rolled back saw their momentum turn negative.<\/p>\n<p>Furthermore, a <a href=\"https:\/\/glaad.org\/releases\/glaad-2026-pride-poll-supermajority-of-americans-support-brands-participating-in-pride\/\" target=\"_blank\" rel=\"noopener\">GLAAD-commissioned poll<\/a> of 5,010 U.S. adults found 68% believe brands and companies should be able to show support for the LGBTQ community during Pride.\u00a0<\/p>\n<h2 class=\"wp-block-heading\">Bottom line: Just don\u2019t do it<\/h2>\n<p>In the AI era, authenticity is the most important brand value. Companies that waffle on an external issue would be best served by shutting up about it. <span>As<a href=\"https:\/\/www.bibleref.com\/Proverbs\/17\/Proverbs-17-28.html\" target=\"_blank\">\u00a0<\/a>the Bible\u00a0<a href=\"https:\/\/www.bibleref.com\/Proverbs\/17\/Proverbs-17-28.html\" target=\"_blank\">says<\/a><\/span>, \u201cEven fools are thought wise if they keep silent.\u201d<\/p>\n<p>Marketers are currently modeling \u201cbacklash exposure\u201d to avoid controversy, but they are miscalculating the financial risk. Overlooked, highly loyal Gen Z and Millennial audiences are actively tracking who stands firm and who runs away \u2014 and they have long memories.<\/p>\n\n<p>The post <a href=\"https:\/\/martech.org\/brands-want-to-be-in-and-out-of-the-closet-for-pride-month\/\">Brands want to be in and out of the closet for Pride Month<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>It\u2019s Pride Month, and we\u2019re seeing Schrodinger\u2019s marketing, as brands try to be both in and out of the closet with their support of the LGBTQ+ community.\u00a0 It\u2019s no secret that since the 2024 presidential election, corporate support for the 31 million Americans in this community has dropped faster than a disco ball on New &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=11103\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Brands want to be in and out of the closet for Pride Month&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-11103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/dfd9da6f-0c3a-44d0-ac0b-3c641b54b4e6.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/11103","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11103"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/11103\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11103"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11103"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}