Something fascinating is happening in corporate America.
According to data from Gravity Research, 39% of corporations are scaling back external Pride Month engagements in 2025, a sharp increase from last year, when only 9% backed off. Only four NFL teams changed their logos to mark Pride this June, with most remaining silent.
Corporations didn’t back away from Pride because of conviction but calculation.
But here’s what makes this particularly interesting: Corporate Pride Month activism isn’t some long-standing American tradition. It’s a very recent phenomenon that represents a dramatic departure from how businesses operated for most of our nation’s history.
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Corporate America’s enthusiastic embrace of Pride Month only became widespread in the last decade.
Before 2010, you’d be hard-pressed to find Fortune 500 companies plastering rainbow logos across social media, celebrating
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