Every June, Pride Month sparks a colorful wave of celebration, even among brands, with logos going rainbow, hashtags trending, and companies making pride-themed posts, products, and even apparel lines. But after the parades end and the month is over, how many of those gestures translate into the sustained support consumers have come to require? And more importantly, what does the data reveal about which brands are actually backing their statements with long-term action, and how their consumers are reacting to it?
Using AI-powered analysis, Quid identifies not just who’s visible in June, but who’s committed year-round.
Our AI analysis of content from January through June 2025 reveals that 61% of discussions around Pride highlight Pride Month’s role in elevating diversity and inclusion. These are the moments when people and companies share personal stories, attend events, and express hope for a more inclusive future.
46% of content underscores ongoing political and social challenges, from legislative restrictions to bans on public expressions of identity. And 25% of the conversation centers on corporate involvement, specifically, growing skepticism toward performative brands that only show up in June.
This timeline of Pride-related posts from March 2023 to June 2025 shows a familiar surge each May and June—but what’s new is the growth in conversations happening outside of Pride Month.
Compared to the same months in 2024, off-season mentions in 2025 are up noticeably, suggesting increased year-round engagement with LGBTQ+ topics. These between-the-months conversations can be early indicators of authentic allyship and long-term visibility.
During the past six months, the overall net sentiment landed at +41 on a scale from -100 to +100.
And when we break sentiment down by region, we uncover clear contrasts.
For instance, Western and Northeastern regions show higher positive sentiment, especially toward companies that highlight internal DEI efforts and community partnerships. In contrast, Midwestern and Southeastern regions reflect more polarized responses.
For brands aiming to improve resonance, this suggests the need for locally grounded messaging that highlights community involvement and values alignment, not just seasonal campaigns that appear only in June.
One of the most visible ways brands have been engaging with Pride is through rainbow-themed logo redesigns. This signal can evoke celebration, skepticism, or outright backlash depending on the context and consistency of their support throughout the year.
From May 2023 to June 2025, rainbow-colored logos appeared widely across digital platforms as they do every June, but with a notable decrease this year:
Notably, the volume of rainbow logos declined in 2025, with high-profile examples in the news detailing retailers facing Pride protests and boycotts for LGBTQ+ influencer partnerships.
We’re in mid-July 2025 as of this writing, so it could be due to lower post volume at this point in the month, a rebranded Pride strategy, or it just might be strategic silence.
Some takeaways based on our analysis include:
https://www.instagram.com/p/DK-rIVBSoGP/
These changes were visible in image search trends and mirrored in sentiment data—fewer logos, more caution, and a rise in scrutiny around authenticity.
With all these competing forces at play, what’s a brand to do? Outlier conversations provide a bit more direction for brands on the fence and unsure of which conversations are capturing the most engagement online.
To go deeper, we examined the Outlier Clusters to analyze engagement across conversations that dramatically outperformed the network average between January and June 2025.
Outliers are calculated by comparing average engagement to the overall conversation average. Brightly colored clusters reflect topics with the highest resonance. Top themes included:
Representative posts included:
Our analysis shows that these narratives weren’t just seen, they were felt (as demonstrated by their higher-than-average engagement).
We utilized our AI-powered capabilities to surface these insights, not just identifying trends, but connecting them across time, geography, and emotional tone. Top trending hashtags add another layer to this insight, revealing which messages are gaining traction and accelerating.
They include some expected indicators, like #pride, #lgbtq, and #transrights. But what stood out was the emergence of intersectional hashtags like #veteran, #loveslove, and #art, signaling broader conversations that tie identity to service, creativity, and community:
For communicators, this is more than a trend map—it’s a real-time cultural compass.
Without naming specific brands, we can confidently share that the data highlights both challenges and progress. Brands that earn the highest sentiment and sustained engagement didn’t just show up for the party. They stay for the conversation. Here’s what they do right:
Celebration is vital, but visibility without consistency falls flat. Quid’s analysis makes it clear: community trust is earned in the off-season. The most successful brands build support into their DNA, not just their design files.
Want to see where your brand stands? Quid can help you go beyond campaign tracking, surfacing the emotional, cultural, and contextual signals that lie beneath a topic. Reach out and we’ll find the signal in the noise for you!