If you’ve noticed fewer rainbow logos and less corporate fanfare around Pride Month this year, it’s not your imagination. As political pressure and public scrutiny rise, many organizations are quietly pulling back from public support of LGBTQ+ and other social causes.
This shift reflects a broader trend: fewer companies are speaking out on social issues, not just during Pride, but across the board. Yet, silence isn’t always the safest path. In fact, it can make brands seem disconnected or indifferent.
So, how should organizations show up in moments like these? It starts with being intentional and authentic.
Here’s how.
Don’t jump on a cause because it’s trending. The strongest companies choose issues that genuinely align with their mission and matter to their customers, employees, and communities.
Take Patagonia, for example. Its commitment to the environment isn’t just talk—they donate 1% of sales to climate efforts. In addition, they have an entire section of their website devoted to environmental activism. Their customers care deeply about protecting the outdoors, so this alignment builds trust and brand loyalty.
The takeaway: Choose values that naturally align with your identity and audience. That’s when social engagement feels real, not forced.
If you take a stand, stick to it—even when it’s tough.
In 2023, Target faced backlash over its Pride Month merchandise. When the company pulled products to quiet critics, it ended up upsetting everyone. In January 2025, Target announced it would scale back its DEI efforts, sparking a boycott and major losses in trust, foot traffic, and revenue—reportedly over $12 billion in valuation.
In contrast, Costco stayed consistent in its support for diversity and saw customer visits rise.
The lesson? Customers respect brands that stand firm in their values.
You don’t need a viral moment to make a real difference. Some of the most impactful work—like mentoring, local partnerships, or internal support groups—happens quietly behind the scenes.
On the other hand, inconsistency can be costly. Take Tesla: public actions and rhetoric from its CEO have alienated many customers, resulting in sharp declines in sales worldwide.
It’s not about being loud—it’s about showing up consistently in ways that reflect your values.
Sometimes the most meaningful actions are the quietest. Simple things, such as sharing educational resources, updating email signatures during awareness months, or recognizing important cultural moments, can help build a more inclusive workplace.
Ben & Jerry’s is a great example. Since its inception, the company has consistently linked its business to social causes, ranging from environmental action to racial justice. Their foundation even includes employees in grant decisions, showing that their values aren’t just talk.
Why does it work? Because it’s real. People notice when companies walk the walk.
Before making a statement, ask yourself:
If the answer to any of those is “no,” take a step back and focus on finding your authentic voice. In today’s landscape, thoughtful consistency will take you further than jumping on the latest bandwagon cause.
Because in the end, people remember who stays committed when it’s hard—not just who speaks up when it’s easy.
Is your organization struggling to find the right way to talk about or engage on important social issues? Hit us up at the link below and let’s talk.
Mike is an accomplished designer, video editor, and web developer. His strong background in programming, digital media, and search engine optimization brings our clients a wide range of online options for communicating their message and mission.
He is an avid basketball fan, having coached youth basketball for several years, and brings his video editing skills to various sports media companies for demo and highlight reels. Mike is truly a “triple-threat” player on the Impact Campaigns team.
Mike lives in the Washington, DC area with his wife and two children.
Drea is a seasoned project manager and executive assistant who offers more than 15 years of experience helping businesses and organizations focus more efficiently on day-to-day operations and mission-driven initiatives. She thrives on providing structure and processes to keep clients comfortable, happy and informed.
A native Floridian, Drea was born in South Florida and currently calls Pensacola home. She enjoys spending time with her children, cracking up our team during conference calls, and arguing politics with her husband and anyone else.