Mastercard, Target, and Others Retreat From High-Profile Campaigns as Federal Policy Shifts
Shifts in federal policy under President Donald Trump’s renewed administration are rippling through corporate America, where a growing number of major brands are pulling back from LGBTQ+ and racial equity initiatives once central to their public identity, as reported by Wired.
More than five months into Trump’s second term, executive actions targeting diversity, equity, and inclusion (DEI) programs—as well as LGBTQ+ protections—have coincided with a visible decline in corporate participation in Pride Month and Juneteenth events across the country. At the same time, advertisers are increasingly leaning into nationalist themes, echoing White House messaging around American-made goods and protectionist trade policies.
A national poll conducted by Gravity Research found that 39% of companies planned to reduce their Pride-related activities this year, with none indicating an expansion. World Pride, held this year in Washington, D.C., drew only a fraction of its expected crowd—just 30% of the projected 3 million attendees.
Corporate sponsorships that once underscored a wave of support for LGBTQ+ communities are disappearing. Mastercard, previously lauded for its “True Name” initiative supporting trans rights and its high-profile “Your True Self Is Priceless” campaign, did not release any Pride content this year and quietly stepped back from top-tier sponsorship of NYC Pride. Other longtime supporters, including Citi, PepsiCo, Nissan, and PricewaterhouseCoopers, followed suit.
Retailers have also scaled back. Target, after years of criticism from conservative groups over its Pride collections, debuted a muted 2025 line heavy on neutral tones, drawing ridicule online, particularly on TikTok.
