Revealed: How Big Businesses Are Rolling Back Public Support for Pride
An analysis of public social media activity reveals a significant decline in Pride-related posts by major UK and US companies between 2023 and 2025. UK Pride posts by the top UK-linked companies fell sharply from 52 in 2023 to just 4 in 2025, marking a 92% drop over two years, including an 85% year-over-year decline from 2024 to 2025. HSBC, while still the company most likely to post about Pride in the UK, experienced a 94% decrease in such posts during this period.
In the US, the trend also showed a decline but was less pronounced, with Pride posts from the top companies totaling 39 in 2023, 21 in 2024, and 18 in 2025. Notably, Apple deviated from the overall downward trend, recording a 22% increase in Pride-related posts from 2023 to 2025. Meanwhile, companies like Berkshire Hathaway, Broadcom, and Tesla were among those least likely to post about Pride.
The study underpinning these findings examined 20 companies based on market capitalization, split evenly between UK-listed or headquartered firms and US counterparts. It analyzed their main customer-facing social media accounts, including Facebook, Instagram, and X. UK brands covered in the report included Arm Holdings, AstraZeneca, GSK, British American Tobacco, HSBC, Linde, Rolls-Royce, Shell, and Unilever.
This pronounced reduction in Pride posts aligns with a wider social and political context characterized by increasing hostility toward LGBTQ+ communities and the rollback of diversity, equity, and inclusion (DEI) policies in 2025. Industry experts cited in the report attribute the decline partially to reduced DEI budgets and a strategic shift toward emphasizing authentic, day-to-day inclusion efforts beyond public social media statements. Furthermore, the growing prevalence of hostile societal sentiment is believed to influence corporate communication strategies.
In response to inquiries, companies such as HSBC highlighted ongoing Pride networks, while Arm emphasized broader inclusion initiatives. GSK and Rio Tinto restated their commitment to Pride and diversity. Nonetheless, the report frames this trend as a significant retreat by major corporations from publicly endorsing Pride, urging clearer, stronger signals of inclusion amidst a challenging global atmosphere for LGBTQ+ rights.
