Stat: Global support for corporate LGBTQ+ Pride faces new challenges

US – Global support for brands actively promoting LGBTQ+ equality is weakening, according to Ipsos’ 2025 LGBT+ Pride Report.  

Across 23 countries, approval has dropped from 49% in 2021 to 41% in 2025, while opposition has crept up to 23%. In the workplace, just 38% of people across 26 markets back employers taking explicit steps to celebrate LGBTQ+ employees, while 39% remain neutral.  

Gender and generational divides persist: 17% of Gen X men strongly oppose LGBTQ+ inclusive brand activity, compared to just 7% of Gen Z women. Young men, meanwhile, are diverging from their female peers and becoming more in synch with older males; 59% of Gen Z women support LGBTQ+ people being open about their sexual orientation/gender identity with everyone, compared to just 38% of Gen Z men. 

The report concludes that amid a re-assessment of DEI initiatives in many regions, it’s more impactful than ever for businesses to be bold. This supports insights from our Resilience Branding report, which examined how progressive businesses are choosing to re-affirm their commitment to inclusion by adopting new language rather than retreating.