Global consumer support for companies that promote LGBT equality has declined.

Consumer support for companies that advocate for LGBTQ+ equality fell to its lowest point in five years globally, in a context marked by the rise of the anti-woke movement, driven by administrations such as Donald Trump's in the United States or Javier Milei's in Argentina.

According to the latest edition of the Pride Report 2025, prepared by the consulting firm Ipsos in 23 countries, there is an international trend that is leading many brands to reconsider their communication strategies: the percentage of people who support companies "committed to LGBTQ+ rights" dropped from 49% in 2021 to 41% in 2025.

This was clearly seen at the beginning of June. While in previous years numerous companies colored their logos with the colors of the LGBT flag, this year almost no company did so.

Report details

In the first edition of the report in 2021, almost half of respondents, an average of 49% across 23 countries, expressed their support for companies and brands that actively promoted campaigns in favor of the LGBTQ+ community. By 2024, that support had already dropped to 44%, and in 2025 it fell again, reaching just 41%. Currently, 23% are directly opposed.

Support for greater representation of LGBTQ+ people in television, film, and advertising also decreased, dropping from 36% in 2021 to 29% in 2025. The study also notes that, in fact, there was a slight reduction in LGBTQ+ characters on major streaming platforms during 2024.

Meanwhile, a new question added to this year's questionnaire reveals that only 38% of respondents support employers implementing explicit policies or programs in favor of LGBTQ+ staff, suggesting a lack of strong consensus in that area.

Regarding sex, men of all generations show greater rejection of these campaigns than women. On average, 17% of Generation X men, 16% of Generation Z, 15% of Millennials, and 12% of Baby Boomers firmly oppose brands promoting LGBTQ+ equality.

In contrast, among women, the figures are lower: 10% of Millennials, 9% of Generation X and Baby Boomers, and only 7% of Generation Z women share that opposition.

Regarding projections, Martín Tanzariello, Director of Content and Press at Ipsos Argentina, commented: "In recent years, many private companies in Western countries have decided to take public stances on everything from racism to homophobia. Now there is a kind of cooling off. Some companies have reduced or completely eliminated Diversity, Equity, and Inclusion (DEI) programs, including Pride events this year."

He explained, "Business leaders in 2025 must make difficult decisions every day, including on DEI issues and initiatives. In the fog of a culture war, it can be difficult to see the way forward clearly, but an old maxim remains true in our modern world: fortune favors the bold."

The global Ipsos study was conducted between April 25 and March 9, 2025, with the participation of 17,525 adults in 23 countries. The sample included respondents between 16 and 74 years old, with segmentations by country, gender, and generation (Z, Millennials, X, and Baby Boomers).