Pride Month 2025 is arriving in a vastly different political climate than in previous years. The new administration has ushered in policies that have created confusion and caution around anything that could be labeled “DEI.” In response, The New York Times reports that many US companies are quietly pulling back on their public support for Pride, reducing financial commitments, or disengaging altogether.
But in this uncertain environment, silence is a statement. Choosing not to show support for LGBTQ+ employees sends a clear message, whether you intend it or not. That’s why this Pride Month, doing nothing isn’t the safest path; it’s just the most unclear. The question isn’t whether to engage but how to do so meaningfully and responsibly.
Why Supporting Pride in 2025 Is More Critical Than Ever
LGBTQ+ employees are looking to their employers for visible, meaningful support this year, and for good reason. According to Seramount’s February 2025 Employee Voice Session, 93 percent of Chief Diversity Officers and DEI leaders said LGBTQ+ employees were the group most in need of safeguards and backing from private industry, more than any other demographic. That number is up from 84 percent just a few months earlier. In other words, concern is growing, not fading.
At the same time, many companies are quietly pulling back. In a recent Seramount survey, 31 percent of Chief Diversity Officers said public statements were the area most affected by the administration’s anti-DEI agenda. Some are even removing DEI language from websites, marketing, and other outward-facing materials.
This internal retreat is mirrored in the public sphere as well. After facing significant backlash in 2024, Target scaled down its Pride merchandise by 96 percent and limited it to select stores. Moves such as this show how quickly long-standing commitments can shrink under political and cultural pressure and how visibility is often the first thing to go.
These retreats may be framed as risk management, but to LGBTQ+ employees and their allies, silence often reads as indifference, or worse, complicity.
In this climate, not showing up sends a message too. And it’s not just employees who are watching—consumers, partners, and shareholders are also holding companies accountable, as seen through the recent consumer boycotts, activist investor pressure, and employee-led protests.
Companies can’t claim to be inclusive if they act only when it’s easy. Pride 2025 may feel politically charged, but this is precisely when authenticity matters most. Pride campaigns have long contributed to stronger brand loyalty, employee trust, and public credibility. And while the current climate may be tense, it’s temporary. Values, however, are remembered. If companies disappear now, they risk being seen as performative or opportunistic when the pendulum inevitably swings back. The cost of standing still may ultimately be greater than the cost of standing up.
Three Approaches for Companies to Support Pride in 2025
1. Listen to Your Employees
Before deciding how your company should show up for Pride in 2025, take the time to understand what your LGBTQ+ employees actually need. It’s easy to make assumptions, but those assumptions may be way off base.
For example, employees might not be focused on external visibility. Instead, they may be more concerned with safety, belonging, or legal uncertainty, especially in states where LGBTQ+ protections are being rolled back. In these cases, the most meaningful support might be practical: clearer nondiscrimination policies, updated employee protections, enhanced mental health benefits, or stronger manager training.
The only way to know is to ask. Host confidential listening sessions. Partner with your Pride ERG, if you have one. Create anonymous channels to gather feedback. Make it clear you’re not checking a box, but shaping your approach based on what employees say will actually make them feel seen and supported this year.
2. Focus on Internal Activities
While many companies are scaling back their external Pride efforts, that doesn’t mean you should scale back internally. In fact, internal activities can carry even more weight when done thoughtfully. This is your chance to show meaningful support where it matters most: within your own walls.
Start with transparent communication. Seramount research shows that most companies are communicating DEI programming changes only verbally and only to directly affected employees. That narrow approach leaves others confused or concerned.
So, if your approach to Pride looks different this year, explain why, and reaffirm your commitment to inclusion.
Once you’ve set the context, think about tone. Many employees are craving moments of joy and connection amid a tense climate. Pride can still be celebratory. Thoughtful, human-centered experiences send a powerful message: We care, we’re listening, and we’re here for you.
Then focus on action. You don’t need a large budget to make internal support visible and effective. Partner with your ERG or DEI team to deliver support in ways that feel relevant and authentic.
Some examples:
“How to Show Up for Pride 2025” Guide: A resource for all employees offering different ways to express support based on comfort and role. Framing it around “How will you show up for your LGBTQ+ colleagues?” makes it about inclusion, not performance.
Ally Activation Kits: One-pagers, checklists, or mini workshops that equip allies with tangible behaviors and talking points.
Resources Roundup: Share updated links to internal and external mental health, legal, or safety resources.
But don’t stop at programming. Review your policies, especially around anti-harassment and nondiscrimination, to make sure they’re up to date, easy to access, and actively enforced.
Done right, internal support isn’t a fallback; it’s where real inclusion shows up.
3. Localize External Support
Many companies are scaling back their involvement in large-scale Pride events, such as WorldPride or San Francisco Pride, due to the fear of public backlash. These high-profile events attract significant attention, and companies are increasingly wary of the potential for negative reactions. Instead, some are opting to focus on more localized or community-centered Pride initiatives.
For instance, while Comcast withdrew sponsorship for WorldPride and San Francisco Pride, they have redirected their efforts to support smaller Pride events in Oakland, Silicon Valley, and Sacramento. This shift allows companies to engage with Pride on a more localized level, where the impact may feel more personal and relevant to their employees and communities.
If your company does decide to participate in external events, it’s essential to conduct a risk mitigation exercise. Consider the potential risks of participating in these events: What could go wrong if you do participate? What could happen if you don’t participate? Are you prepared for the consequences either way?
Be Prepared for Any Scenario
Explore Seramount’s scenario planning guide to help you evaluate options, anticipate outcomes, and choose the best path forward for your company.
Ultimately, the key is aligning your decisions with your company’s mission and values. If your support for Pride is rooted in these principles, it will be easier to stand by your actions and respond to any backlash, no matter what form it takes.
The Bottom Line
Navigating Pride in 2025 is a balancing act. Companies must stay true to their values while managing the risks of public backlash, not just to avoid being targeted, but to meet the expectations of your employees, customers, partners, and communities. The goal is to find a middle ground, one that upholds your values without putting your company at unnecessary risk.
Seramount can help you navigate this balance. Our experts can guide you in staying true to your principles while managing potential risks. Contact us today to learn how you can show meaningful support for your employees—not just during Pride month, but all year round.
Kayla Haskins is an Associate Director, Product Marketing at Seramount. In this role, she supports DEI Practitioners and Talent Leaders in creating more inclusive workplaces by providing valuable insights and resources through webinars, blog posts, guides, infographics, and more.
With nearly a decade of experience in the technology and non-profit sectors,
Kayla Haskins is an Associate Director, Product Marketing at Seramount. In this role, she supports DEI Practitioners and Talent Leaders in creating more inclusive workplaces by providing valuable insights and resources through webinars, blog posts, guides, infographics, and more.
With nearly a decade of experience in the technology and non-profit sectors, Kayla excels in translating complex ideas into clear, actionable concepts. She is passionate about storytelling and is dedicated to addressing today’s most pressing workplace issues to drive meaningful impact.
Kayla holds a degree in English and Creative Writing from Dickinson College. She lives in Silver Spring, MD with her partner, Nick, and their dog, Zero. In her free time, she enjoys hiking, reading, and spending time with family and friends.
