Consumers increase support for brands who stand by LGBTQ+ initiatives, and advertisers who back away face challenges in reaching the next wave of consumers.

As brands broadly step away from diversity, equity, and inclusion (DEI) commitments, consumers are looking to those who stay the course. While the pressure to scale back DEI efforts is real, the backlash from doing so can be significant.

The news: Monthly subscription dog toy company BarkBox is under fire for a leaked Slack message showing the company stepping back from its Pride marketing initiatives. The message claimed that promoting its Pride offerings alienates a large portion of BarkBox’s audience. Our take: The BarkBox backlash highlights that companies are at an inflection point where submitting to political pressures and pulling back on Pride is just as risky as staying the course—but those who remain committed are most likely to benefit in the long run.

LGBTQ+ influencers note drop in Pride deals: The change, attributed to pressure from the administration, could have consequences for brands.

2 in 5 brands plan to scale back Pride engagement: The change results from mounting conservative pressure—but some brands are reaffirming commitment.

While several industries roll back DEI initiatives under the Trump administration, some companies are emphasizing the value of data diversity. Revry, a global LGBTQ+ streaming network, wants to offer advertisers more ways to represent and resonate with diverse audiences.

Gen Zers in the US want their brands to support mental health more than any other cause, cited by 53% of those surveyed by ICSC and Big Village. Tied for second place are environmental causes, including climate change and sustainability, and racial and gender equity (47% each).

As many brands honor members of the LGBT+ community this Pride Month, consumers are looking for more than just a rainbow logo—they want action.