Brands are facing political pressure as fewer Americans want neutrality and loyalty rises for companies that pick—and stick to—a political side.

Racial representation in Super Bowl ads rose versus last year but lagged behind 2024, while celebrities skewed white and LGBTQ visibility fell again.

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

18 bills aimed at strengthening online protections for minors advanced in the US House on Thursday, including a modified version of the Kids Online Safety Act (KOSA). Adapting strategies and preparing contingency plans for any youth online safety laws is essential for advertisers, especially as other regions like Australia go full steam ahead with regulation targeting minors’ online habits.

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.

Multiculturalism drives advertising outcomes: An EMARKETER conversation with My Code revealed how engagement with multicultural audiences is crucial for success.

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.

64% of US LGBTQ+ members like brands that are willing to get involved in social issues, compared with 46% of adults overall, according to April 2024 data by YouGov.

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).

Bud Light is no longer the US’ top-selling beer brand: While cost-conscious consumers turn to macro beers, AB InBev’s Dylan Mulvaney-related missteps are pushing them to other brands.

Target pulls LGBTQ-themed items ahead of Pride Month: The retailer succumbs to pressure after store associates experienced threats.

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.

The percentage of US adults self-identifying as lesbian, gay, bisexual, or transgender doubled from 2012 to 2021. To cultivate LGBT+ employees and customers, companies need to recognize the nuances of LGBT+ identity and social issues.

Today’s sociopolitical events have lit a fire under brands to address social injustice and diversity, equity, and inclusion (DEI) in deeper ways than they have in the past. Companies are using marketing and advertising to respond to and support discussions about systemic racism and the Black Lives Matter protests, the fight for LGBTQ rights, the #MeToo movement, the COVID-19 pandemic, and issues of immigration reform, to name a few.

In response to increased social discourse about racial and gender inequity in the US, marketers are redoubling their efforts to be more inclusive. By reflecting the diversity of the real world in their teams and campaigns, they can build greater brand affinity and deeper customer relationships while working to effect positive change.