British companies are dramatically reducing their public support for Pride, reflecting a broader retreat from diversity, equity and inclusion (DEI) initiatives that is gaining momentum in the United States.
An analysis of corporate social media activity shows references to Pride by some of the UK’s largest companies have fallen dramatically over the past two years. Mentions have fallen by more than 90 percent since 2023, reflecting a change in tone as companies respond to political pressure and a changing cultural climate.
The trend closely follows developments in the US, where Donald Trump has led an aggressive pushback against DEI programs since his return to the White House. Trump has signed a series of executive orders aimed at stopping what his administration calls “illegal DEI” initiatives within federal institutions, which will have far-reaching implications throughout the private sector.
Several multinational companies have quietly reduced or abandoned sponsorship of major Pride events this year, opting instead for reduced or no involvement. Organizers say the withdrawal has had a noticeable financial impact. Research from the UK Pride Organizers Network shows that three quarters of Pride organizers saw a decline in corporate partnerships in 2025, with a quarter reporting a drop in sponsorship revenue by more than half.
Pride events traditionally take place in June to commemorate the 1969 Stonewall riots in New York, widely considered the starting point of the modern LGBTQ+ rights movement. Corporate support has long been a cornerstone of Pride’s visibility and funding, making the recent shift particularly clear.
In the USA, political resistance has also increased at the state level. Earlier this year, Utah became the first state to ban the flying of LGBTQ+ flags at government buildings and schools, while other states are considering similar measures. These moves have increased caution among large employers, particularly those operating in both the US and UK markets.
The Guardian’s analysis examined customer-facing social media accounts on Facebook, Instagram and X for the ten largest companies headquartered or listed in the UK and the ten largest US companies by market capitalization. It found that the number of Pride-related posts fell to just four in 2025, compared to 52 in 2023. The analysis included posts related to Pride events, Pride Month, related hashtags and internal LGBTQ+ employee networks.
Activists warn that the decline could reverse years of progress in workplace inclusion and visibility, while some business leaders privately argue that companies are trying to avoid getting caught up in increasingly polarized cultural debates.
Currently, the data points to a significant shift in corporate behavior on both sides of the Atlantic, with Pride becoming an early victim of a broader reassessment of the extent to which companies are willing to publicly support social and political causes.
