If you’ve noticed fewer rainbow logos decorating social media this month than in Junes past, you’re not imagining it: some corporations have rolled back their public support of Pride following President Donald Trump’s executive order to end diversity, equity and inclusion (DEI) programs within the government.
In recent years, it has become expected to see brand names spattered throughout Pride-related festivities: event stages boast corporate names, storefronts on parade routes are adorned with rainbows and employee resource groups — oftentimes but not always financially supported by their business — march with branded t-shirts behind corporate banners.
When did Pride Month become so corporate? Businesses began using Pride as a marketing technique as early as the 1990s, but logos began multiplying at Pride festivals in the 2010s. Once the Supreme Court ruled that same-sex couples have the fundamental right to marry, corporate involvement in Pride reached an all-time high. Take a look back through the decades to see how brands have become a ubiquitous part of Pride Month.
