Market News That Matters

Some Brands Retreat, Others Dig In

Big companies can't agree on Pride Month anymore. Some are backing away from rainbow campaigns, while others are going all-in with political messaging, even when customers are clearly pushing back.

The Quiet Exit

For the first time in years, many major brands are stepping back from Pride - not with an announcement, but with silence. Mastercard, Citi, and Pepsi quietly pulled their sponsorships. Rainbow logos disappeared from social media. And according to Gravity Research, 39% of big companies scaled back Pride campaigns in 2025.

Officially, some blame "political pressures." But the truth is simpler: they’re trying to appease everyone and offend no one. After watching Bud Light lose billions and Target face nationwide boycotts, brands are learning the cost of pushing politics too far. Customers are done funding agendas they don’t believe in, and companies are listening, whether they admit it or not.

But other companies aren’t backing down:

• Levi’s used reclaimed Nazi-era LGBTQ+ symbols in its designs and donated $100,000 to Outright International

• Diesel collaborated with a homoerotic art foundation to sell adult-themed shirts and underwear

• Disney rolled out Pride plush toys, pins, and accessories across its stores and parks

• Apple released Pride-themed watch bands and wallpapers, continuing its support for LGBTQ+ organizations

• Abercrombie pledged $400,000 to The Trevor Project - whether the Pride merch sells or not

Other companies like Puma, MAC, Converse, Urban Outfitters, Hollister, American Eagle, Primark, Skullcandy, and others are still participating in Pride Month. Most have released new products and made donations to LGBTQ+ organizations.

Still, even these campaigns feel more restrained. Some brands are shifting to quieter efforts: internal messaging, limited releases, or vague gestures (trying to acknowledge Pride without drawing too much attention). It’s not about taking a stand. It’s about staying out of trouble.

Our Take: What Are We Celebrating, Really?

Now that Pride Month is ending, it's worth asking: what exactly did we just witness?

Big corporations once again spent June selling slogans and symbols, but the cracks are starting to show. Some brands pushed harder than ever: linking their products to adult themes, political donations, and activism. Others backed away entirely, scrubbing rainbow logos and cutting sponsorships.

Why? Because the public is no longer buying it, in every sense of the word.

This corporate flip-flopping reveals something deeper than marketing missteps. We're watching companies that don't actually stand for anything consistent. They don't believe in the causes they promote - they switch sides depending on which way the wind, and the money, is blowing.

Now, there was a time when businesses earned trust through consistent integrity, not identity campaigns that shift with the polls. We've abandoned the foundation we once trusted, and we're all paying the price in cultural division, public confusion, and a growing sense that nothing is rooted in principle anymore.

But here's what gives us hope: the tide is turning.

More Americans are pushing back, not with rage, but with quiet conviction. They're choosing where to shop more carefully. They're asking harder questions about corporate motives. And they're increasingly supporting businesses that reflect enduring values: honesty, fairness, hard work, and respect for what built this country.

That's what we're building at One Bison - a growing community of people trying to create something better. We believe America's principles of family, faith, and freedom are still worth standing up for. But it will only work if more people keep choosing differently, one purchase at a time.

This month proved that public pressure still matters. Corporations are watching their profit margins and adjusting accordingly. But what matters even more is what we do next.

Let’s not wait around for companies to catch up to common sense, and let’s support companies that stand for the values that made this country strong.

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