British businesses have drastically reduced their public support for Pride, symbolizing a wider retreat from the diversity, equality and inclusion (DEI) initiatives that have gathered pace in the United States.
An analysis of social media activity shows that the Pride indices of the UK’s largest companies have fallen significantly over the past two years. Mentions are down more than 90 percent from 2023, reflecting a shift in tone as companies respond to political pressure and a changing climate.
This trend closely follows what is happening in the US, where Donald Trump has led a strong backlash against DEI plans since returning to the White House. Trump has signed a series of executive orders aimed at dismantling what his administration describes as “unlawful DEI programs” at federal agencies, with wide-ranging consequences for the private sector.
Many international companies have quietly reduced or withdrawn their sponsorship of major Pride events this year, opting instead for low-profile engagements or canceling them altogether. Organizers say the pullback has had a significant financial impact. Research by the UK Pride Organizers Network shows that three-quarters of Pride organizers have experienced a decline in corporate partnerships by 2025, while quarterly reporting sponsorship income has fallen 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 sponsorship has long been a pillar of Pride’s visibility and funding, making the recent change all the more obvious.
In the US, political opposition has intensified at the federal level as well. Utah became the first state to ban the flying of LGBTQ+ flags at government buildings and schools earlier this year, and other states are considering similar measures. These measures have added to the sense of caution among large employers, especially those with exposure to both the US and UK markets.
The Guardian analysis examined customer-facing social media accounts across Facebook, Instagram and X for the ten largest UK-headquartered or listed companies and the ten largest US companies by market capitalization. It found that Pride-related posts dropped to just four in 2025, compared to 52 in 2023. The analysis includes posts referring to Pride events, Pride Month, related hashtags and internal networks of LGBTQ+ employees.
Campaigners warn that the drop in risk undermines years of progress in workplace inclusion and visibility, while some business leaders privately argue that companies are trying to avoid getting involved in the growing cultural debate.
Meanwhile, the data suggest a clear shift in corporate behavior on both sides of the Atlantic, where Pride has been an early victim of a broader reassessment of how willing businesses are to publicly align themselves with social and political causes.
