The Evolution of Pride Support in Corporate Social Media

The month of June, recognized globally as Pride Month, sees an outpouring of support for LGBTQIA+ communities from individuals and corporations alike.

Yet as we're all too familiar, the most noticeable way that companies show their support is by incorporating Pride colors into their logos and social media presence. But the tide changes fast. And today's political climate in 2024 feels more tense than many years prior. So what are companies up to this year?

The Trendline: Rising or Falling Support?

Historically, many corporations eagerly adopted Pride colors in their branding as a sign of solidarity with the LGBTQIA+ community. However, recent trends are more nuanced. While some companies continue to embrace Pride colors enthusiastically, others are more cautious, and likely worried of backlash or accusations of performative allyship.

According to Hootsuite's 2024 Social Media Trends Report, companies are increasingly prioritizing authenticity in their social media campaigns, including those for Pride Month. This shift suggests that while the visibility of Pride colors may not be in free fall, there is a greater emphasis on genuine support rather than tokenism. For example, many companies support LGBTQIA+ initiatives year-round rather than only in June.