In 2025, advertisers' spending on Pride Month has significantly declined, with many LGBTQ+ creators experiencing a severe drop in income. This shift began after political backlash from Bud Light's campaign featuring transgender influencer Dylan Mulvaney in 2023. According to Gravity Research, 39% of brand executives plan to cut Pride marketing budgets, a stark rise from 9% in the previous year. This pullback is largely attributed to political pressures from the Trump administration, impacting especially federal contractors wary of losing business.
In our data, these changes are more pronounced amongst federal contractors, because of the threat to their business. That, obviously, was not a dynamic that companies were working with in 2024.
Most executives are concerned about the executive orders and actions we've seen from the federal government; that's the driving force here.
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