A Question of Pride: How Can Brands Rebuild Trust with the LGBTQ+ Community?

This year, Pride arrives amid ongoing political and cultural tension surrounding the LGBTQ+ community, raising questions about how companies can authentically support and rebuild trust with the community.

Across the United States, policies targeting LGBTQ+ people – particularly transgender and nonbinary individuals – continue to reshape the landscape in ways that create uncertainty, fear and real harm for many in the community.

The scale of these changes is difficult to ignore. The ACLU is currently tracking nearly 530 anti-LGBTQ+ bills in state legislatures across the country, many focused on trans and nonbinary people. Multiple executive orders and court decisions have contributed to growing concern around LGBTQ+ rights and protections.

At the same time, many companies that once spoke publicly and consistently about diversity, equity, inclusion and Pride have become quieter in their external engagement. According to the Human Rights Campaign, “fewer employers chose to publicly document their practices through CEI submissions in 2026, including a 65 percent decline among Fortune 500 companies...” Pride events in cities like New York and San Francisco saw financial shortfalls last year as sponsors pulled back.

Yet, across productivity, revenue, innovation and talent retention, the statistics and articles citing the evidence supporting inclusion as a business imperative are extensive. As companies continue to acknowledge this by retaining their internal workplace inclusion policies, their public-facing actions suggest otherwise.

Some brands are navigating shifting political pressures, evolving stakeholder expectations and uncertainty about how to show up authentically in this moment.

But silence also carries consequences.

Trust is built through consistency, especially during moments when support feels most needed. Communities notice not only when brands speak, but when they step back.

So, as the political landscape shifts, more people identify as LGBTQ+, and, as noted by PRRI, “strong majorities of Americans support nondiscrimination protections for LGBTQ individuals (72%) and favor same-sex marriage (65%),” how do companies rebuild trust?

Re-engaging authentically means accountability and acknowledgment from brands about where they fell short. Rebuilding trust with LGBTQ+ employees, consumers and communities will require more than seasonal campaigns or symbolic gestures.

Rebuilding trust is a sustained investment in inclusive workplaces, meaningful community partnerships and leadership that recognizes inclusion not as a trend, but as a long-term commitment tied to culture, credibility and business performance.

True allyship also means understanding the influence companies have beyond marketing. Businesses shape workplace norms, public conversations and policy priorities. That influence can be used thoughtfully and responsibly to help create environments where LGBTQ+ people feel safer, supported and able to thrive.

Most importantly, brands must recognize that leadership and allyship are often measured most clearly during moments of uncertainty. Communities remember who remained present, engaged and consistent – even when doing so became more complicated.