Guardian analysis of 20 major companies in UK and US shows mentions of Pride on social media have fallen substantially in past two years
The UK’s biggest businesses are rolling back their public support for Pride celebrations, Guardian analysis suggests, prompting warnings that “clear signals” were needed in the face of growing global LGBTQ+ hostility.
Analysis of social media posts by the country’s biggest companies found mentions of Pride had plummeted by 92% since 2023, mirroring a trend seen in large American firms.
The findings come after the US president, Donald Trump, signed a raft of executive orders in 2025 that overturned federal government diversity, equity and inclusion (DEI) programmes, leading companies on both sides of the Atlantic to rebrand, scale back and even scrap fairness policies.
The Guardian analysed the main customer-facing social media accounts of the 10 biggest UK-listed or headquartered companies, and the 10 biggest US companies by market capitalisation.
