This June, we’ve all read about and seen the evidence of corporate Pride’s backslide, as brands and companies seem keen to roll back inclusion efforts compared to past years. There are markedly fewer outward indications of support for queer people, from the shelves of Target to Pride Nights at sports games.

But the impact is hitting the businesses involved too.

That’s according to new research from the Human Rights Campaign Foundation, which found that nearly three out of every four LGBTQ2S+ customers are buying less from companies perceived as reducing inclusion commitments. And LGBTQ2S+ consumers in general represent more than US $3.9 trillion globally in purchasing power according to the HRC—so that’s a lot of lost money.

The data was pulled from the HRC Foundation’s 2025 Annual LGBTQ+ Community Survey, which examines “the experiences, attitudes, and well-being of LGBTQ+ adults in the United States.”

And it’s a notable time to be talking about this. According to Gravity Research, about two in five corporations are decreasing recognition of Pride Month as executives bow to pressure from U.S. president Donald Trump’s administration.

“Businesses are afraid to go against this current administration in any way,” Eve Keller, co-president of United States Association of Prides, told USA Today in May.

And that lines up with other data we’ve seen in Canada too. In a survey commissioned by Omnisend in March 2026, 33 percent of respondents said they have noticed companies pulling back from Pride sponsorship activity during the 2025 and 2026.

We break down what you need to know.