The huge gap in Pride marketing was felt by most of Gen Z this June. After years of celebrating progress and acceptance, 2025 felt a shift like no other when it came to brand support.

June is usually a month for brands to decorate their logos with rainbows, give more visibility to queer creators and prove their allyship to the world, yet this year, the volume of support was unmistakably lower. Why did Pride marketing go quiet, and what will this strip-back do to brands in the future?

Hello Partner! Want to read more?

Register for free to become a member and enjoy reading the rest of this article.

Sign up now Already have an account? Sign in