Pride, protest, and the power of authentic branding
Article by
David Wilson
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Every June, rainbow logos bloom across social media, storefronts, and websites and Pride Month. But in 2025, something feels different. Fewer brands are flying the flag. A striking image circulating on LinkedIn shows major names like Apple, HP, American Airlines, Paramount+, and Vogue proudly displaying rainbow logos in 2024—only to revert to their standard branding this year.
This shift hasn’t gone unnoticed. At Glued, our Pride logo is flying high again this month. For me, as co-owner of Glued and a proud member of the LGBTQ+ community, this isn’t just a seasonal gesture—it’s a reflection of who we are. As a former Trustee of Coventry Pride, I know that Pride began as a protest, not a party: a protest about equality. And the recent retreat by some brands is a reminder that the fight for equality is far from over. But what has all this got to do with you or your business brand?
Authenticity isn’t seasonal
Last year, we asked: Is your brand on the bandwagon? (read the blog here) This year, the question has evolved: Is your brand still on board?
Brand authenticity means aligning your messaging with your values—consistently. It’s not about trend-chasing or political convenience. It’s about standing for something, even when it’s not easy. Especially when it’s not easy.
When brands quietly drop their Pride support, it sends a message—intentional or not—that their commitment was conditional. That it was more about marketing than meaning. And that’s not just disappointing; it’s damaging. For me it’s also personal; but at least it makes it clear which brands are worth my loyalty.
Why authentic brands attract like-minded people
People want to connect with brands that reflect their values. When you’re authentic, you don’t just sell—you resonate. You build trust. You attract customers, employees, and partners who believe in what you stand for.
It’s worth realising that your brand is what people say about you when you’re not in the room. If a brands support for Pride disappears when the political winds shift, what does that say about that business?
The bigger picture: Liverpool Pride cancelled
The cancellation of Liverpool Pride this year is another stark reminder of the challenges the LGBTQ+ community still faces. Pride events are more than celebrations—they’re vital spaces for visibility, solidarity, and advocacy. When they disappear, it’s not just a loss for the community—it’s a loss for society.
And it’s a call to action for brands. If you truly believe in equality, diversity, and inclusion, now is the time to show it. Not just in June. Not just when it’s popular. But always.
Be bold. Be consistent. Be you.
At Glued, we believe branding is about being true to who you are—and showing that to the world. Whether its support for Pride or a commitment to net zero a consistent message is key. For me, that’s why our Pride logo isn’t just a design choice. It’s a declaration.
So this Pride Month, ask yourself: What does your brand stand for? And are you standing by it?