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As Pride sponsorship declines globally, brands are being forced to confront a harder question: what does meaningful allyship actually look like?
In a new article for The Drum, marketing leaders share perspectives on how brands can support the LGBTQ+ community at a time when funding is falling and political pressure is increasing. The consensus is clear. Symbolism alone is not enough.
Showing up matters
Our Head of Global Accounts and Communications, and Co-Director at Outvertising, Anthony Leeds, argues that this moment is not about getting Pride activity perfect. It is about showing up, consistently and visibly.
As Ant puts it:
“Your silence isn’t neutral.”
A rainbow logo may signal intent, but real support shows up in company culture, internal policy and long-term investment in LGBTQ+ communities, both inside and outside the business.
From campaigns to commitment
The article highlights a shift many brands are now facing. Allyship cannot be limited to a single month or a one-off campaign. It requires sustained action, even when the external environment becomes more challenging.
That means backing inclusive policies, supporting LGBTQ+ talent, and continuing investment when it is no longer easy or popular to do so. In moments like this, inaction sends its own message.
A timely read for 2026 planning
For brands navigating purpose, pressure and responsibility as they plan for 2026, this is a timely and important conversation. The choices made now will shape trust, culture and credibility long after Pride month ends.
Read Ant’s full comment and the rest of the article in The Drum
If you’d like to talk about how your brand can approach allyship with clarity and intent, our team is always open to a conversation.