BMW, Cisco and NFL Join Growing List of Companies Quietly Retreating From 2025 Pride Month

BMW, Cisco and the National Football League (NFL) have taken a noticeably subdued approach to Pride Month 2025, with none of the high-profile marketing campaigns seen in previous years. Their decision to reduce public engagement has drawn concern from LGBTQ+ campaigners and long-time allies across the United States.

This shift in tone comes at a time when large corporations are facing growing political pressure from conservative groups. Amid fears of boycotts and reputational damage, some companies are opting to mark Pride in private, avoiding public displays altogether. For brands that once led with rainbow logos and vocal activism, the quietness of this year's celebrations suggests a significant change in strategy.

A Chilled Corporate Response

Where previous Junes were filled with high-profile advertising and colourful branding, Pride Month in 2025 feels considerably more restrained. For many campaigners, the absence of prominent names feels like a step backwards. BMW, previously praised for its vibrant Pride-themed visuals, has limited its visibility. Cisco, once a vocal supporter of inclusivity, has also kept a low profile. Even the NFL, which in recent years supported diversity through events and social campaigns, has remained silent.

Observers point to the fallout from incidents in 2023 and 2024 as a major factor in this shift. Bud Light attracted significant controversy after partnering with transgender influencer Dylan Mulvaney, prompting widespread boycotts and a sharp decline in sales. Retail giant Target also faced backlash for selling LGBTQ+ merchandise in-store. Both cases dominated media coverage in the United States and forced many companies to reassess how they approach equality initiatives in public.

Pride Behind Closed Doors

In 2025, many organisations appear to have taken those lessons to heart. While support for Pride has not disappeared entirely, it has become far more discreet.

According to Newsweek, internal communications, staff panels and private events have replaced the more visible campaigns seen in previous years. Although inclusivity efforts continue, the outward fanfare has been dramatically reduced.

Critics argue that this approach reflects caution rather than true commitment. One LGBTQ+ employee at a major technology firm, speaking anonymously, said: 'It is easy to show up when there is no risk. But now that things are politically uncomfortable, the visibility vanishes.'

Across the community, that sentiment is widely shared. Many feel the shift represents a retreat from allyship, masked as neutrality.

Still Proud, Still Visible

Not every company has pulled back. Skittles has once again handed over its rainbow branding to LGBTQ+ artists in a show of solidarity. Levi's, too, continues to run public campaigns that centre queer voices and openly celebrate Pride.

These actions draw a stark contrast to the more cautious approaches of others. While some brands appear to be reaffirming their values, others are proceeding more tentatively, wary of a misstep in an increasingly divided media and political environment.

Caught in the Crossfire

Marketing analysts say many companies now find themselves in a difficult position. According to communications strategist Jennifer Grossman, 'There is very little room left for neutrality. Even businesses with well-established values are hesitating. This is no longer just about brand identity. It is a reputational high-wire act.'

Social media has only intensified this tension. A single campaign can become a global talking point in a matter of hours, with both positive and negative consequences. For many businesses, the perceived risks of public participation now outweigh the benefits.

The Sound of Silence

For members of the LGBTQ+ community, the lack of visibility this year is more than a cautious strategy. It feels like a telling statement. While corporate support has never been the foundation of the Pride movement, its absence during a time of increasing hostility has not gone unnoticed.

One advocacy group recently posed a pointed question: were these gestures ever truly about solidarity, or were they simply convenient and profitable?

Whether this year's quieter approach is a temporary adjustment or the beginning of a longer-term trend is not yet clear. What is certain, however, is that in 2025, the most powerful message some brands are sending is through their silence. And the community is watching closely.