The Business of Pride: How brands are continuing to support the LGBTQIA+ community

As we celebrate Pride Month this year, it is important to note that inclusivity efforts and DEI policies have come under threat recently, facing particular political pressure from the current American administration and conservative consumer backlash globally. 

While some brands and companies have modified their campaigns and policies, others have remained steadfast in their support of inclusivity and the LGBTQIA+ community. 

The case for support is strong on both societal and commercial grounds. Inclusivity is better for business. Globally, 75% of consumers say that diversity and inclusion, or lack thereof, influence their purchase decisions (Kantar, 2024). 

From an advertising and marketing perspective, Unstereotype Alliance’s State of the Industry 2026 report states that inclusive campaigns resulted in higher short-term (+3.5%) and long-term (+16%) sales. It also notes that globally, 66% of consumers are likely to switch brands if they perceive a competitor as more inclusive, and 53% will stop purchasing from brands they perceive as non-inclusive.

While support for marginalised communities may take different forms, it is vital that brands continue to back them in an authentic way. 

Co-create with underrepresented advocates

Be at the forefront by amplifying the voices and causes of advocates through year-round campaigns. 

MAC Cosmetics (Canada) has a long history of support for the LGBTQIA+ community. In 1994, it launched its Viva Glam line, collaborating with numerous artists and queer icons over the years. Sales proceeds initially funded the MAC AIDS Fund and now boost a range of charitable causes. 

In 2026, Viva Glam is collaborating with Conner Ives to create a limited-edition collection featuring an update of the London-based US designer’s “Protect the Dolls” T-shirt and new lipstick shades, with proceeds supporting charities advancing trans equality and health.

The design philosophy for Denmark’s Flying Tiger stores centres around creating products that make their customers smile and feel good. The retailer recently collaborated with TV series RuPaul’s Drag Race on a limited collection that expresses the fun, colourful extravaganza of the drag community and promotes a sense of freedom and self-expression.

Protect future histories

Use storytelling to preserve the skills, stories and art of marginalised groups. 

Italian brand Diesel shows its commitment to the community by celebrating queer art, identity and expression. It recently collaborated with the Tom of Finland Foundation to feature works from the iconic artist in its pride collections. In 2024, it hosted an exhibition titled Forty Years of Pride at the Diesel Art Gallery in Tokyo to introduce the work to new generations.

Levi’s (US) grounded its 2025 Pride collection in authenticity, incorporating elements of its own history and of the LGBTQIA+ community, like quilted designs from multicoloured bandanas that referenced the handkerchief code.

The art and cinema from East and Southeast Asia, and their diaspora communities, are showcased at the Queer East festival in London, providing a vital space for storytelling. On a broader commercial level, GagaOOLala is a Taipei-based streaming service dedicated to platforming LGBTQIA+ films, shorts and series from across the globe, with a focus on Asian content. 

Create seen spaces for communities

In an era of rising polarisation and a loneliness epidemic, it is crucial for brands to champion inclusive environments by supporting safe spaces that foster belonging.

In Barcelona, Primavera Sound is one of the most LGBTQI+-inclusive music festivals in the world, celebrating queer joy and inviting artists from the community onto its main stage. It became the first music festival to be awarded the Queer Destinations Committed distinction by ensuring that 100% of its event staff and collaborators were trained in LGBTQ+ awareness and inclusivity. 

Canadian outdoor apparel and equipment brand Arc’Teryx hosted a splitboard clinic in Mammoth for queer riders as part of its Arc’Teryx Academy, offering a safe, supportive space for connection and skill development. 

For travellers, India’s LaLit Suri Hospitality Group, which operates hotels and resorts across India and the UK, became the first hotel chain to receive IGLTA (International LGBTQ+ Travel Association) accreditation for its entire portfolio. This gives guests the peace of mind that, when staying in any of these properties, they are in a safe and welcoming environment. 

Offer relief through community engagement

Create initiatives that embed a new value system into messaging and integrate empathy into campaigns to contribute to systemic change in underserved communities.

Advocacy and a growing ally network are key features of NYX Professional Makeup’s (US) support for the community. The company has donated over $650,000 to global charities, including the Los Angeles LGBT Center, and uplifted the voices of the POC LGBTQIA+ community in the UK through its Proudly Pro-You campaign, supporting queer-safe spaces and places, as well as upskilling and empowerment workshops.

In the US, Pop Up Grocer (PUG) champions small, hard-to-find brands for curious, conscious shoppers. As part of its search criteria, it allows shoppers to filter brands by various communities, including queer-owned brands. This option gives consumers the power to use their resources to support their communities.

For brands continuing to participate in and celebrate Pride Month, the path forward demands that all businesses treat inclusivity as an enduring, foundational value. The most resilient organisations will actively choose to evolve rather than erode their commitment.