Pride in the Balance
Most Consumers Support LGBTQ+ Marketing
In the face of rising headlines about backlash and political pressure, many brands are retreating from Pride Month marketing. But new data tells a different story—one that could reshape your approach to values-driven branding.
Contrary to the narrative of waning support, 88% of Americans are either positive or neutral about brands participating in Pride Month. In other words, most people aren’t pushing back—they’re either supportive or indifferent. This finding comes from Collage Group’s latest consumer insights, which track evolving attitudes toward LGBTQ+ marketing.
Download the full report excerpt.
The perception of backlash may be louder than the reality. While a few high-profile incidents and polarized social media commentary have fueled concern, actual consumer sentiment has barely shifted year-over-year. In 2025, 40% of Americans said that all or some brands should engage with Pride, a slight decrease from 41% in 2023. Importantly, neutrality remained high—suggesting that opposition isn’t gaining significant ground.
So what does this mean for your brand?
LGBTQ+ Consumers Expect More, Not Less
LGBTQ+ Americans continue to support brand participation in Pride, but the bar has risen. More consumers now say only certain brands should get involved—those that have earned trust and demonstrate authenticity beyond June. This shift isn’t about rejecting Pride campaigns; it’s about raising the standard. Performative marketing is no longer enough.
Non-LGBTQ+ Consumers Leave Room to Act
The majority of non-LGBTQ+ consumers remain neutral. This creates room to maneuver without fear of backlash. In fact, neutrality from this group may be a sign of trust, allowing brands to focus on authentic engagement rather than defensive positioning.
The Bottom Line
The loudest voices don’t reflect the broader reality. Brands that stay the course—rooted in values, consistency, and authenticity—can build trust with both LGBTQ+ and mainstream audiences. Pride may be one month, but trust is built year-round.
Want the full breakdown of sentiment by audience segment, plus strategies to future-proof your brand’s cultural relevance? Download the full report excerpt.