Beyond the Rainbow Logo: Why Pride Support Should Be Consistent Year-Round

June is Pride Month, a time dedicated to celebrating the lesbian, gay, bisexual, transgender and queer community.

Compared to previous years, 2025 is looking a little bit different when it comes to Pride support. Major corporations that have once made bold Pride support statements in the past are scaling back sponsorships, Pride collections and social media campaigns. According to CNN, American adults who identify as LGBTQ+ has risen to 9.3% of the population. While this landscape shift is significant, brands can still strengthen their authentic commitment and even continue year-round support.

This time of year provides the opportunity for brands and organizations to make clear their values and show support for their LGBTQ+ employees and the community itself.

Why Pride Still Matters for Brands

In today’s current marketing landscape, about 90% of consumers say that authenticity is an important factor in deciding which brands they prefer, especially among Millennials and Gen Z.

Gen Z is committed to diversity, equity and inclusion. About two-thirds agree that traditional gender roles are outdated and they seek brands that are overall inclusive and diverse in their marketing and branding. The outcome? Brands can’t afford performative marketing.

Start With Your Why

The first question a brand should ask itself when marketing something is, “Why?”. And your “why” should be at the center of everything you do.

What is your “why” when it comes to Pride Month?

Performative marketing vs genuine and authentic brand alignment is going to be the deciding factor between how much of your audience is going to trust your messaging.

What Authentic Pride Support Looks Like

There is a deep underlying importance when it comes to brands that support LGBTQ+ organizations and the community itself year-round vs. June-only visibility. This means:

• Changing logos to rainbow colors while maintaining no internal LGBTQ+ policies or support.
• Refusing to donate, volunteer or partner with LGBTQ+ organizations.
• Posting generic “love is love” content without specific commitments.

So, how can we cultivate authentic Pride support beyond the rainbow logo? Ask yourself these questions to see how well your brand is aligned:

1. Do we have gender-inclusive policies?
2. Do we educate our employees about LGBTQ+ issues?
3. Do we donate, support or volunteer with LGBTQ+ organizations or at events?
4. Do we seek diverse candidates in our hiring?
5. Do we have conversations surrounding inclusivity in the workplace?

How to Build Year-Round Pride Support

Here are some practical tips you can take to implement authentic Pride support beyond the month of June:

• Take an internal assessment of your organization:
  • Does Pride support align with your company culture and values?
  • Are all your employees committed to upholding your brand's core values?
  • Do your employees, specifically those who are LGBTQ+, feel included and supported?
• Partner with and support LGBTQ+ owned businesses throughout the year.
• Maintain ongoing relationships with local LGBTQ+ centers and nonprofits.
• Regularly educate all employees on diversity, equity and inclusion in the workplace.
• Make sure your marketing and branding serve all family types and identities.

The Choice Every Brand Must Make

The choice facing every brand today isn’t just about Pride Month. It’s about the question of whether you will stand by your core business values when it becomes difficult. Consumers expect companies and brands to remain committed to supporting the LGBTQ+ community, especially during these challenging times. With close to 30% of Gen Z identifying as LGBTQ+ and the community itself having $1.4 trillion in spending power, long-term authenticity isn’t just good marketing, it’s good business.