Brands and Pride: The Reality of Queer Creators in 2025
In the colorful tapestry of Pride Month, brands often seek to showcase their support for the LGBTQ+ community. However, recent trends reveal a stark reality for queer creators and their partnerships. In 2025, many LGBTQ+ influencers, like culinary creator Danny Freeman, known as Danny Loves Pasta, are experiencing what can only be described as the “slowest year” of their careers.
The Shift in Brand Collaborations
Freeman recently showcased his creativity by whipping up a vibrant rainbow pasta salad for a Pride ad with Albertsons, illustrating the nuance of culinary art with ingredients like red tomatoes, orange peppers, and yellow corn. As he gears up for the release of his second cookbook, Italianish, he emphasizes the importance of brand representation at events such as the HarperCollins and Meta Threads Pride Book Fair. “Creating Pride brand campaigns highlights how brands want to celebrate me as a person in addition to my work,” he notes.
Despite this, alarming statistics reveal a retreat from inclusivity: 39% of brands plan to reduce their Pride-related advertising spend this year, as noted in the Gravity Research’s Pride Pulse Poll. Kevin Wong, Senior VP of Marketing at The Trevor Project, attributes this drop partly to the political climate surrounding the return of former President Donald Trump.
Authenticity vs. Tokenism
Wong underscores a crucial distinction: “If brands are merely slapping a rainbow on a product to monetize the community, they aren’t genuinely supporting LGBTQ+ individuals.” This year, vulnerabilities have intensified for the community, with proposals aimed at defunding initiatives like the LGBTQ+ Youth Suicide Lifeline. As brands face increased scrutiny, many LGBTQ+ creators are left questioning their visibility and partnership prospects.
Prominent figures, including culinary influencer Jon Kung and SiriusXM TikTok radio host Lamar Dawson, are helping reshape the narrative through social media engagement. Amid rising tensions, they amplify supportive messages alongside The Trevor Project.
The Diminishing Opportunities
Lesbian and non-binary influencer Hina Sabatine, who boasts nearly 2 million followers on Instagram and TikTok, reports experiencing a “dramatic decline” in brand collaborations this Pride month, landing just three clients compared to fifteen in past celebrations. “Without my identity as a queer creator, my career wouldn’t exist,” Sabatine states.
Sabatine’s experience reflects a broader trend: brands that once rushed to align themselves with queer creators are now more selective, leaving many influencers to rely on a handful of steadfast allies. Even Absolut Vodka, a long-time supporter of Pride since 1981, remains a preferred choice for many, showcasing the community’s memory of genuine support.
Brands Making a Difference
While some brands like Mastercard, PepsiCo, and Nissan have retracted their sponsorships of Pride events, others are stepping up. Abercrombie & Fitch is donating $400,000 to The Trevor Project through its Pride Clothing Collection, featuring designs by vocal LGBTQ+ artists like Lady Gaga. Similarly, beauty brands like Rare Beauty and Lululemon are also making significant contributions this year.
Moreover, collaborations are still thriving, with brands like MAC working with Kim Petras to revitalize its Viva Glam line for HIV/AIDS awareness, and Sephora partnering with Haus Labs for the We Belong to Something Beautiful campaign.
A Call to Action
Seth Laxman from Lush captures the spirit needed in these challenging times: “We don’t believe in waiting on the sidelines.” Lush is joining forces with Dylan Mulvaney to create a Late Bloomer bath bomb, channeling proceeds into LGBTQ+-led organizations. This dedication not only amplifies LGBTQ+ voices but reinforces the notion that brands can be a force for positive change.
Conclusion: A Future of Hope
As 2025 unfolds, LGBTQ+ influencers like Freeman and Sabatine seek partnerships that genuinely reflect their identities and experiences. While the landscape has undoubtedly shifted, the influencers and brands committed to authentic representation will undoubtedly be remembered amid fluctuating political climates.
Freeman captures this sentiment perfectly: “Brands sticking by the queer community stand out more than ever, and people will remember them, regardless of political changes.”
This evolving dialogue serves as a reminder: true support transcends mere tokenism, urging brands to forge deeper connections with the LGBTQ+ community.
This story first appeared on PRWeek U.S..
