British businesses are sharply reducing their public support for Pride, mirroring a broader retreat from diversity, equity and inclusion (DEI) initiatives that has gathered pace in the United States.
Analysis of corporate social media activity shows that references to Pride by some of the UK’s largest companies have fallen dramatically in the past two years. Mentions are down by more than 90 per cent since 2023, reflecting a shift in tone as companies respond to political pressure and a changing cultural climate.
The trend closely follows developments in the US, where Donald Trump has led an aggressive pushback against DEI programmes since returning to the White House. Trump has signed a series of executive orders aimed at dismantling what his administration describes as “illegal DEI” initiatives within federal institutions, prompting wider repercussions across the private sector.
Several multinational companies have quietly reduced or withdrawn sponsorship of major Pride events this year, opting instead for lower-profile engagement or none at all. Organisers say the pullback has had a tangible financial impact. Research by the UK Pride Organisers Network indicates that three-quarters of Pride organisers have experienced a decline in corporate partnerships in 2025, with a quarter reporting sponsorship income falling by more than half.
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