Where Did the Rainbows Go? Why Brands Need to Show Up for Pride, Especially Now

This Pride Month felt different. 

Quieter. Emptier. Lonelier. 

What used to be a colourful, crowded celebration that is powered by community and visibly supported by brands, was met this year with silence from many companies that once stood proudly alongside Queer community organizations in celebration, front and centre. 

In Toronto, one of the world’s largest and most celebrated Pride festivals revealed a staggering $900,000 shortfall in funding due to a withdrawal of key corporate sponsors. That isn’t just a budget line… it is a consequence. When brands step back, communities feel it, and not just during the annual event, but the programming that sponsorship can help sustain in the local communities to support its people throughout the year. 

And at PrideAM, we saw that silence firsthand. Each year, our award program exists to spotlight marketing that uplifts Queer voices, supports 2SLGBTQI+ communities, and pushes representation forward. This year? We received zero entries. 

Zero. 

That absence speaks volumes. It reflects a chilling reality: in an increasingly politicized climate, many brands are stepping away from Queer audiences altogether. Marketing to the 2SLGBTQI+ community has become “too risky,” “too controversial,” or simply “not a priority.”

But here’s the truth: support doesn’t mean much when it only shows up for the party and not the protest.

Being an ally isn’t about waving a rainbow flag when it’s easy or commercially advantageous. It’s about showing up when it’s hard. It’s about holding the line when backlash builds. It’s about understanding that Pride itself began as — and still absolutely is — a protest. Anti-2SLGBTQI+ sentiment is rising, Trans rights continue to be under attack, and Queer spaces are being threatened. Now is precisely when brands need to stay loud. Now. And yes, that includes advertising. That includes sponsorship. That includes putting your budget where your values are.  

Because marketing isn’t neutral. Media spending is advocacy. Visibility is power. 

And the people watching most closely? Your own employees and their families. 

Queer team members across departments, levels, and disciplines are paying attention. They see the rainbow logos quietly vanish. They notice the campaigns that get quietly shelved. They feel the silence when their identity is no longer seen as brand safe. 

Support isn’t just external; it starts at home. How a company shows up in the world sends a message internally too. It’s not just about what your brand says, it’s what your Queer employees hear. When they see you show up with courage, consistency, and care, they see a future where they belong.  

When brands pulled back this year, the cost was clear: less funding, fewer events, diminished representation. Our industry didn’t just go quiet, it let the community down. 

But this article isn’t about calling out. It’s about calling in. 

To advertisers, brand leads, media buyers, and all other marcomm professionals in-between: there is still time. There are still stories to tell, partnerships to fund, and audiences to engage. 

Queer support doesn’t need to be seasonal. In fact, it shouldn’t be. 

Ask yourself: 

• Are we showing up during Pride only, or all year long?
• Are we centering Queer voices in our creative, or avoiding them entirely? 
• Are we supporting Pride when it’s joyful, but staying silent when it’s political? 
• Are we making space for our Queer team members to be seen and celebrated? 

Again, we’re calling you in:

• If you missed this year’s celebration, recommit now.
• If you pulled your support, revisit what allyship really means.
• If you’re unsure where to start, ask the community. There are thousands of 2SLGBTQI+ creators, agencies, and organizers ready to guide you (including ourselves). 

We don’t need perfection. We need presence. We need bravery, not branding. We need brands to remember: Pride is more than a campaign. It’s a commitment. 

Let’s make sure next year that the rainbows don’t disappear and neither does the support behind them. 

With Pride, 

The Board of Directors of Pride in Advertising & Marketing