Introduction
Every year, brands don their Pride attire in June, generating marketing campaigns and displaying the rainbow flag through logos, social media, or advertisements. However, society’s criticism has grown that support should not be limited to just one month but extended throughout the year. Now, consumers are more aware and demanding, as highlighted by the Ipsos Pride Report 2025. The report indicates a global decline in support for companies promoting LGBTQ+ equality.
Declining Support for LGBTQ+ Equality
In 2021, 49% of people actively supported brands that backed the LGBTQ+ community. By 2025, this percentage dropped to 41%. In Mexico, the figure stands at 47%, indicating a lack of consumer support.
However, the percentage of people opposing such efforts has not grown significantly. Only 12% of respondents strongly opposed inclusive brands, and 36% expressed neither support nor opposition.
The report suggests that many people have not entirely abandoned the idea, but they also don’t feel motivated to explicitly show support during Pride season.
Men are more likely to oppose companies promoting LGBTQ+ equality, with one in five Generation X men worldwide holding this view.
Decreased Support for LGBTQ+ Representation in Media and Business
The study also notes a decline in support for increased LGBTQ+ representation in television, film, and advertising. In 2021, 36% of respondents supported these initiatives, but this number has dropped to 29%.
Similarly, support for companies with policies or programs supporting the LGBTQ+ community or explicitly celebrating LGBTQ+ employees has decreased, with only 38% backing these initiatives.
Strengthened Support for Public Policies
The study, conducted across 26 countries, also examined societal views on community members in various areas and the impact of public policies.
Regarding legal protection, most countries have measures against discrimination towards lesbian, gay, bisexual, and transgender individuals. However, support for same-sex marriage and adoption by same-sex couples remains strong, though it has slightly decreased compared to previous years.
Support for same-sex marriage has dropped from 74% in 2021 to 69% in 2025. Additionally, the proportion of people believing same-sex couples should not be allowed to marry or receive any legal recognition increased from 12% in 2021 to 15% in 2025.
Meanwhile, support for same-sex couples having the same adoption rights as heterosexual couples has decreased by five points, falling from 64% in 2021 to 59% in 2025.
Key Questions and Answers
- What is the main finding of the Ipsos Pride Report 2025? The report indicates a global decline in support for companies promoting LGBTQ+ equality.
- What percentage of people supported brands backing the LGBTQ+ community in 2021 and 2025? In 2021, 49% supported such brands, while this number dropped to 41% in 2025.
- How has support for increased LGBTQ+ representation in media and business changed? Support for greater LGBTQ+ representation in television, film, and advertising dropped from 36% in 2021 to 29% in 2025. Similarly, support for companies with LGBTQ+ inclusive policies decreased from 38% in 2021 to 38% in 2025.
- What is the current level of support for same-sex marriage and adoption rights? Support for same-sex marriage has decreased from 74% in 2021 to 69% in 2025. Support for same-sex couples having equal adoption rights has fallen from 64% in 2021 to 59% in 2025.
