The LGBT flag that floats in the store store, coffee cups and modified logos in the colors of the rainbow … In recent years, the main US brands had greatly shown their support during the month of pride in June, with large marketing and communication blows.
But in Trump America, companies are increasingly shy, avoiding media campaigns and visible public support for the LGBT community, testifies an article on the American CNN channel.
According to a survey of more than 200 business leaders by Gravity Research, a risk management consulting firm, 39% of them plan to reduce their public commitments for the month of pride this year.
This includes the sponsorship of LGBTQ events, the publication of messages to support LGBTQ rights in social networks and the sale of derived products.
“Increased pressure”
“It is clear that the administration and its supporters are behind this change,” said Luke Hartig, president of Gravity Research, of CNN.
They fear reprisals from the administration of President Donald Trump. Federal agencies have also threatened to investigate companies with diversity, equity and inclusion programs. Under pressure, some have announced to abandon their programs.
Kohl’s example
CNN cites several examples of companies that are particularly shy in their commitment during this month of pride in June 2025. Last year, the massive company Kohl’s launched a “collection of proud capsules” of derived products and donated $ 100,000 to a suicide and intervention prevention organization in case of a crisis for young LGBTQ. But this year, the distributor has not announced any project.
Similarly, Nordstrom, GAP and several other brands that had highlighted their efforts for the month of pride last year did not seem to have repeated them in June.
The brands have also feared the negative reactions of disinhibited activists since the last presidential elections. 65% of companies provide severity investigations that have communication strategies to protect against the virulent reactions of consumers.
The high consumption sector is now very sensitive to boycott calls that may have negative repercussions on their sales. In the United States, Bud Light’s beer sales fell from the first to third place after an Instagram campaign with The American transgender Dylan Mulvaney. She had markedly led a torrent of negative reactions and until the bags of certain supermarket exhibitions.
Source: BFM TV
