Pride Marketing Died in 2023. Here's How to Resurrect It in 2025

The death rattle came from an unlikely source: a commemorative beer can. When Bud Light lost $27 billion in market value after sending a single can to transgender influencer Dylan Mulvaney , it marked more than a corporate crisis—it signaled the end of consequence-free rainbow washing. As a nonbinary, Black marketing leader who's spent 14+ years at the intersection of purpose and profit, I've watched this reckoning unfold with equal parts frustration and hope.

The numbers tell a stark story. In 2025, 39% of corporations are scaling back external Pride engagement , up from just 9% last year. Major sponsors like Mastercard, Citi, and Pepsi have withdrawn from Pride events . Target, after 15 years of Pride collections , now limits merchandise to select stores based on "historical sales performance." The message seems clear: when allyship gets uncomfortable, corporate America retreats.

But here's what the boardroom panic misses: authentic LGBTQ+ support has never been more strategically vital. While fearful brands flee, those maintaining genuine commitment are building unshakeable customer loyalty and attracting top talent. The opportunity has never been clearer for brands willing to move beyond performative gestures to meaningful action.

From rainbow washing to real impact: The evolution of corporate allyship

My journey through this evolution has been deeply personal. At Vice Media , I led a $12 million Chanel campaign that increased purchase intent by 23% among millennial women—not through rainbow logos, but by understanding how fragrance connected to self-expression and identity. The lesson was clear: cultural intelligence beats demographic pandering every time .

This philosophy became revolutionary at The Trevor Project , where I transformed our approach from crisis-reactive to community-proactive. We generated over $60 million in charitable revenue through 80+ brand partnerships by offering companies something more valuable than Pride month photo ops—we gave them authentic connection to young LGBTQ+ lives. Our brand awareness increased 40% because we stopped treating suicide prevention as our only story and started celebrating queer joy as preventive medicine.

The shift from 2020's "Love is love" platitudes to 2025's demand for specific action reflects a maturing movement. When George Floyd's murder intersected with Pride 2020, brands finally acknowledged what Black and Brown LGBTQ+ folks had always known: our struggles are intersectional, and our liberation must be too . Generic rainbow capitalism could no longer paper over the reality that you can't claim to support LGBTQ+ people while ignoring the systemic racism that disproportionately harms queer people of color.

The corporate washing phenomenon extends beyond simple rainbow flags. True allyship requires understanding complex issues like gender identity and gender expression, supporting transgender people year-round, and creating inclusive workplace culture that goes far deeper than surface-level marketing campaigns.

The psychology behind performative vs genuine allyship

Research in social psychology reveals why performative allyship fails so spectacularly. When brands engage in reactive actions—responding only when public pressure mounts—they signal opportunism rather than commitment. Genuine allyship motivations, conversely, drive proactive action that anticipates community needs rather than responding to crises.

The distinction matters because LGBTQ+ consumers can immediately detect the difference between supportive actions and corporate theater. Performative allyship typically involves low-cost gestures: rainbow profile pictures, generic statements about diversity, or single-event sponsorships. Genuine allyship requires what researchers term "costly allyship"—ongoing commitment to diversity that involves real resources, policy changes, and potential backlash.

My experience at The Trevor Project proved this repeatedly. Partners who approached us during Pride month with temporary campaign ideas rarely generated lasting impact. Those who invested in year-round programming, employee training, and policy advocacy created transformative change for LGBTQ+ youth while building authentic brand equity.

The psychology extends to internal culture. Brands practicing genuine allyship integrate LGBTQ+ perspectives into decision-making processes, not just marketing materials. They understand that inclusive workplace culture requires concrete action: comprehensive healthcare coverage, transition support, pronoun policies, and leadership accountability for creating environments where LGBTQ+ employees thrive.

The backlash blueprint reveals strategic blindness

The 2023 backlash cases offer a masterclass in what happens when brands treat LGBTQ+ support as a marketing tactic rather than a core value. Bud Light's strategic failure wasn't the Dylan Mulvaney partnership—it was abandoning her when conservatives organized. By placing marketing executives on leave and never reaching out during months of harassment she faced, they managed to alienate both their LGBTQ+ supporters and conservative critics.

Target's capitulation was even more instructive. Faced with misinformation about adult swimwear being marketed to children, they chose to move Pride displays to the back of stores, citing employee safety. The result? They lost both $9.3 billion in market value and their credibility as an ally. Twin Cities Pride dropped them as a sponsor after 15 years, raising $110,000 through crowdfunding instead.

These failures reveal a fundamental misunderstanding of risk management. Brands feared conservative backlash while ignoring the larger reputational damage from abandoning stated values. They treated LGBTQ+ support as a marketing strategy rather than an operational principle, making it expendable when pressure mounted.

Contrast this with The North Face , which maintained its partnership with drag queen Pattie Gonia despite boycott calls. Their response was unequivocal: "We stand with those who support our vision for a more inclusive outdoor industry." They proceeded with sold-out events as planned. Authenticity under pressure builds brand equity that outlasts any boycott.

Building inclusive workplace culture beyond Pride month

The most successful LGBTQ+ allyship initiatives start internally before extending to external marketing campaigns. Inclusive workplace culture requires systematic changes that demonstrate ongoing commitment rather than seasonal gestures.

At The Trevor Project, we prioritized creating an environment where LGBTQ+ staff could bring their full selves to work. This meant implementing comprehensive benefits covering gender-affirming care, establishing clear protocols for name and pronoun changes, and ensuring leadership representation reflected our community's diversity. These internal commitments strengthened our external credibility exponentially.

Smart brands recognize that employee authenticity directly impacts marketing effectiveness. When LGBTQ+ team members feel genuinely supported, they contribute cultural insights that prevent tone-deaf campaigns and identify authentic partnership opportunities. Conversely, brands with weak internal cultures produce external messaging that feels hollow because it lacks lived experience.

The business case is compelling: companies with inclusive workplace culture report 67% higher likelihood of attracting top talent and 56% improvement in employee retention. LGBTQ+ employees at supportive companies demonstrate 73% higher engagement levels, directly correlating with productivity and innovation metrics.

Building this culture requires concrete action beyond policy statements. It means creating employee resource groups with budget and influence, implementing bias training that addresses both sexual orientation and gender identity issues, and ensuring advancement opportunities aren't limited by identity expression.

The cost of authentic allyship and why it's worth it

Authentic allyship involves what researchers term "allyship-associated cost"—the financial, social, and operational investments required for genuine support. This includes everything from comprehensive healthcare benefits to potential revenue loss from conservative customers. However, analysis of long-term brand performance reveals these costs pale compared to the benefits.

Consider the financial implications: brands maintaining consistent LGBTQ+ support through the 2023 backlash period outperformed retreating competitors in key metrics. Ben & Jerry's , which has offered same-sex partner benefits since 1989 and actively advocates against anti-LGBTQ+ legislation, reported record sales growth during periods when other brands faced boycotts.

The cost calculation extends beyond immediate financial impact. Brands that retreat from LGBTQ+ support face long-term reputation damage, talent acquisition challenges, and loss of customer loyalty that outlasts any temporary sales boost from appeasing critics. Target's 2023 retreat continues impacting their relationship with LGBTQ+ consumers two years later.

Conversely, companies willing to absorb short-term costs for authentic allyship build competitive advantages that compound over time. They attract and retain top talent, generate positive media coverage, and create emotional connections with customers that transcend transactional relationships.

The key is viewing allyship costs as investments rather than expenses. When The Trevor Project partnered with brands on year-round initiatives requiring significant resource commitments, those relationships generated higher returns than seasonal campaigns precisely because the investment demonstrated genuine commitment.

Decoding what works in 2025: The new allyship playbook

The brands thriving in today's polarized landscape share distinct characteristics that separate authentic allies from opportunistic performers. Converse's 11-year "Proud to Be" campaign has donated $3.4 million to organizations like It Gets Better and The Ali Forney Center . American Eagle's gender-neutral Pride collection is available 365 days a year. Ben & Jerry's has offered full benefits to same-sex partners since 1989 and actively advocates against anti-LGBTQ+ legislation.

These aren't just feel-good stories—they're strategic advantages. With LGBTQ+ individuals representing 8% of U.S. disposable income despite being 4.5% of the population, and median household incomes of $92,000 versus $86,000 for non-LGBTQ+ households, authentic allyship drives measurable returns. But the real opportunity lies with Gen Z, where 72% consider brands' political leanings before purchasing and 63% care deeply about LGBTQ+ issues .

Successful brands also demonstrate sophisticated understanding of intersectionality. They recognize that supporting LGBTQ+ communities means addressing how sexual orientation intersects with race, gender identity, socioeconomic status, and other identities. This nuanced approach resonates more deeply than broad generalizations about LGBTQ+ consumers as a monolithic group.

The data reveals what authentic support looks like to consumers: 88% of LGBTQ+ people expect year-round commitment, not just June campaigns. They want transparency about donations, internal policies that match external messaging, and brands that maintain support even in hostile markets. They're not asking for perfection—they're demanding consistency.

Measuring concrete action vs symbolic gestures

The evolution from performative to authentic allyship requires new measurement frameworks that distinguish between symbolic gestures and concrete action. Traditional marketing metrics—reach, impressions, engagement—fail to capture the depth of genuine allyship impact.

Effective measurement starts with policy audits. How comprehensive is healthcare coverage for LGBTQ+ employees? What percentage of leadership identifies as LGBTQ+? How much budget is allocated to year-round LGBTQ+ initiatives versus Pride month campaigns? These operational metrics reveal authentic commitment better than any social media engagement rate.

Community impact provides another crucial measurement dimension. Are brand partnerships creating positive impact for LGBTQ+ communities, or merely generating marketing content? At The Trevor Project, we tracked partner relationships by suicide prevention outcomes, not publicity generated. Partners creating measurable community benefit maintained longer, more valuable relationships.

Employee satisfaction surveys offer internal authenticity measures. LGBTQ+ staff at genuinely supportive companies report higher psychological safety, advancement opportunities, and recommendation likelihood. These metrics predict external marketing effectiveness because authentic internal culture translates to credible external messaging.

Financial performance provides the ultimate validation. Brands maintaining consistent LGBTQ+ support demonstrate stronger customer loyalty, employee retention, and talent acquisition outcomes. The business case for authentic allyship strengthens annually as younger, more diverse consumers drive market growth.

A strategic framework for authentic allyship

Based on my experience transforming prevention-focused marketing at The Trevor Project and driving cultural connections at Vice Media, here's how brands can move from performative to purposeful:

Start with internal alignment. Before launching any external campaign, ensure your policies support LGBTQ+ employees. This means gender-affirming healthcare coverage, clear transition guidelines, and active employee resource groups. At The Trevor Project, our external success stemmed from internal culture where LGBTQ+ voices shaped strategy, not just executed it.

Embrace prevention over intervention. Stop treating Pride as damage control or trend-chasing. Build year-round relationships with LGBTQ+ communities before crisis moments. My "Prevention Over Intervention" philosophy generated millions in charitable revenue because partners understood that supporting queer joy today prevents tomorrow's tragedies.

Apply cultural intelligence, not demographic targeting. Understanding LGBTQ+ consumers means recognizing we're not a monolith. A Black trans woman in Atlanta faces different challenges than a white gay man in San Francisco. Successful campaigns acknowledge these intersections rather than flattening them into rainbow capitalism.

Invest in costly allyship. Commit resources that demonstrate genuine support rather than seeking low-cost publicity opportunities. The brands weathering current backlash successfully made substantial investments in LGBTQ+ communities before controversy struck.

Measure what matters. Track employee satisfaction, policy implementation, and community impact—not just June sales spikes. When we shifted The Trevor Project's metrics from crisis contacts to relationship quality, our partnerships deepened because brands could see their authentic impact.

Prepare for polarization. Have clear values and crisis plans before controversy hits. The brands weathering backlash successfully had predetermined responses and unwavering executive support. Your values shouldn't be negotiable based on quarterly earnings.

The opportunity hidden in corporate retreat

As fearful brands abandon Pride sponsorships, they create unprecedented opportunity for authentic allies. The 765 companies achieving perfect scores on the Human Rights Campaign's Corporate Equality Index prove that supporting LGBTQ+ communities remains both viable and valuable.

The massive retreat from Pride marketing creates a supply shortage that benefits committed brands. With fewer competitors in the authentic allyship space, genuine supporters can build deeper community relationships without fighting for attention. LGBTQ+ organizations report increased partnership quality as quantity decreases—fewer, better relationships generate superior outcomes for all parties.

This retreat also reveals market inefficiencies that strategic brands can exploit. While competitors abandon LGBTQ+ consumers out of fear, authentic allies gain access to an underserved, high-income demographic with strong brand loyalty tendencies. The 8% of disposable income represented by LGBTQ+ households becomes concentrated among fewer brands, increasing per-brand value significantly.

Employee recruitment benefits compound during competitor retreat periods. Top LGBTQ+ talent gravitates toward supportive employers as options narrow, giving authentic allies first access to exceptional candidates. This talent advantage translates directly to innovation, customer insights, and competitive performance.

The choice facing brands in 2025 isn't between activism and neutrality—it's between authentic connection and inevitable irrelevance. Gen Z and millennial consumers, who drive future market growth, won't forgive corporate cowardice. They're watching which brands stand firm when standing becomes costly.

From performative gestures to genuine impact

My 14 years building bridges between purpose and profit have taught me this: brands that treat LGBTQ+ support as seasonal marketing will always fail . Those that recognize it as essential to their values, operations, and future will build loyalty that transcends any backlash.

The rainbow logos were never the point. They were symbols seeking substance. In 2025, that substance means showing up when headlines turn hostile, supporting communities when algorithms punish you, and understanding that our fight for dignity isn't a marketing opportunity—it's a human imperative that smart brands recognize as inseparable from their own success.

The death of performative Pride marketing isn't a tragedy. It's an invitation to birth something better: authentic allyship that transforms businesses, communities, and lives. Companies willing to embrace costly allyship, build inclusive workplace culture, and commit to ongoing action will discover competitive advantages that outlast any temporary controversy.

The only question remaining is whether your brand will help write this next chapter of genuine corporate allyship or become a cautionary tale within the growing graveyard of performative Pride marketing. The market is watching, communities are choosing, and the future belongs to brands brave enough to match their values with their actions.