British businesses are sharply reducing their public support for Pride, mirroring a broader retreat from diversity, equity and inclusion (DEI) initiatives that has gathered pace in the United States.
Analysis of corporate social media activity shows that references to Pride by some of the UK’s largest companies have fallen dramatically in the past two years. Mentions are down by more than 90 per cent since 2023, reflecting a shift 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 programmes since returning to the White House. Trump has signed a series of executive orders aimed at dismantling what his administration describes as “illegal DEI” initiatives within federal institutions, prompting wider repercussions across the private sector.
Several multinational companies have quietly reduced or withdrawn sponsorship of major Pride events this year, opting instead for lower-profile engagement or none at all. Organisers say the pullback has had a tangible financial impact. Research by the UK Pride Organisers Network indicates that three-quarters of Pride organisers have experienced a decline in corporate partnerships in 2025, with a quarter reporting sponsorship income falling by more than half.
Pride events are traditionally held in June, commemorating the 1969 Stonewall riots in New York, widely regarded as the starting point of the modern LGBTQ+ rights movement. Corporate backing has long been a cornerstone of Pride’s visibility and funding, making the recent shift particularly stark.
In the US, political resistance has intensified at state level as well. Utah became the first state to ban the flying of LGBTQ+ flags on government buildings and schools earlier this year, while other states are considering similar measures. These moves have added to the sense of caution among large employers, particularly those with exposure to both US and UK markets.
The Guardian’s analysis examined customer-facing social media accounts across Facebook, Instagram and X for the ten largest companies headquartered or listed in the UK and the ten largest US companies by market capitalisation. It found that Pride-related posts fell to just four in 2025, compared with 52 in 2023. The analysis included posts referencing Pride events, Pride Month, associated hashtags and internal LGBTQ+ employee networks.
Campaigners warn that the decline risks undermining years of progress on workplace inclusion and visibility, while some business leaders privately argue that companies are attempting to avoid becoming embroiled in increasingly polarised cultural debates.
For now, the data suggests a clear shift in corporate behaviour on both sides of the Atlantic, with Pride becoming an early casualty of a wider reassessment of how far businesses are willing to publicly align themselves with social and political causes.
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UK firms scale back Pride support as corporate DEI retreat gathers pace