Analysis Reveals Sharp Decline in Big Businesses' Public Support for Pride from 2023 to 2025
A Guardian analysis of 20 major UK and US companies shows a significant reduction in Pride-related posts on main customer-facing social media accounts between 2023 and 2025.
In the UK, the number of Pride posts fell steeply from 52 in 2023 to 27 in 2024, and further down to 4 in 2025. This overall UK decline mirrors the global trend.
HSBC remained the British company most likely to post about Pride during 2023 to 2025, although its Pride-related posts decreased by 94% over this period. In contrast, companies such as AstraZeneca, Shell, and Unilever were among the least likely UK brands to post about Pride throughout these years.
In the US, combined posts from companies including Alphabet, Amazon, Apple, Berkshire Hathaway, Broadcom, Eli Lilly, Meta, Microsoft, Nvidia, and Tesla declined from 39 in 2023 to 21 in 2024 (a 46% drop), and then to 18 in 2025, marking a 54% decrease from 2023 and a 14% decrease from 2024.
Notably, Apple bucked this trend by increasing its Pride posts by 22% in 2025 compared to 2023. Conversely, Berkshire Hathaway, Broadcom, and Tesla posted the least in support of Pride during the period.
This widespread reduction in visible support coincides with President Trump's 2025 executive orders that overturned federal diversity, equity, and inclusion (DEI) programs. These orders have prompted companies to rebrand, scale back, or scrap their fairness policies amid rising global hostility toward LGBTQ+ communities.
