As Pride Month 2025 approaches, U.S. corporations are entering a different environment—one defined by heightened political scrutiny, increased reputational risk, and a rapidly shifting stakeholder landscape. Gravity Research’s latest Pride Pulse Poll reveals how senior corporate leaders are recalibrating both their public and internal strategies as pressure from the GOP and conservative activists grows.
Drawn from a proprietary survey of communications and public affairs executives, including leaders across Fortune 500 and Global 1000 companies, the report offers a timely window into how major brands are preparing for Pride.
Key Findings:
- Scaled-Back Visibility: 39% of companies plan to reduce Pride-related engagement in 2025. Notably, no respondents reported plans to increase engagement.
- Washington Drives the Shift: 61% of executives cite the Trump administration as the top reason for rethinking Pride strategies, with conservative activists and GOP policymakers close behind. Employee pressure, once a key influence, has waned.
- Quiet Internal Continuity: Despite pullbacks in external-facing efforts like event sponsorships and social media branding, internal initiatives—such as workplace activities or partnerships with employee resource groups (ERG)—remain largely intact.
- Backlash Planning in Progress: 65% of respondents say they are actively preparing for backlash, crafting reactive communication strategies and training HR teams to manage internal sentiment.
The message from corporate America is clear: in 2025, Pride engagement isn’t disappearing—it’s being reengineered. As polarization deepens, brands are favoring lower-profile, internally focused strategies that minimize public exposure while signaling commitment to employees.
Download the report to explore how leading brands are navigating Pride 2025.
Gravity Research’s Corporate Insider Group surveys our panel of 200+ communications and public affairs executives at Fortune 1000 or equivalent companies on headlining issues and emerging trends impacting reputational risk. Our latest Pulse Poll surveyed 49 executives from March 27 to April 4, 2025. Respondents primarily reflect senior-most leaders within their organizations.
