June is usually a time of celebration for the LGBTQ+ community, but this year, Pride celebrations and coverage are falling short, and many are wondering why. In past years, Pride Month was flooded with rainbow flag logos and campaigns that centered queer joy. While there have been concerns about so-called “rainbow-washing” to demonstrate allyship (i.e, surface-level gestures that rarely translate into real support), the conversation this year is different. In fact, it’s feeling eerily quiet, and we don’t like it at all.
The changing landscape is leading to fewer Pride Month 2025 content and events
For Pride Month 2025, media coverage feels muted, and we’re seeing fewer and fewer Pride campaigns. Between the challenging political climate, changing legislation, and cultural regression the world is experiencing around the LGBTQ+ community, this silence is louder than ever. And it isn’t just symbolic; it has real-world implications. Visibility is a form of protection for many communities, and representation can be lifesaving. When brands and publications fall short, it sends the message that some lives are riskier than others to acknowledge.
Unfortunately, retreating from these topics has become a trend. DEI initiatives are being reduced everywhere, and many sponsors are quietly withdrawing support for events, leaving event organizers with budgeting issues and other financial difficulties. Meanwhile, board members of major media companies are also staying away from these topics.
The backlash against diversity, equity, and inclusion (DEI) initiatives in the US has also led to changes in media coverage, with many publications shying away from Pride this year or trimming down their LGBTQ+ editorial content. You might be seeing this in diversity sections being rebranded for Pride month 2025, editors being reassigned, or the topic simply being avoided altogether. However, it’s more essential than ever for the media (and the sexual wellness industry) to show up boldly for the LGBTQ+ community and include them in open conversations.
As a PR agency at the forefront of sexual wellness, we know that pleasure is political, and we feel this moment deeply. We see this as a personal duty to raise awareness and demonstrate authentic allyship, and we hope that others with a platform do as well. Our industry is built on inclusive pleasure and autonomy, and LGBTQ+ individuals are a huge part of that. This is an opportunity to advocate for others, and we’re happy to embrace it.
And while we don’t agree with it, we’re seeing why brands and publications are nervous. They’re facing political and financial backlash along with online harassment if they are vocal about their support for the LGBTQ+ community or come to the defense of other minority groups, and many are opting for safety over solidarity. But let’s be real: silence is a statement, and no one ever made history by keeping quiet. So let’s take this chance to speak up.
Now more than ever, this is the time to stand up and show solidarity
Now more than ever, we need bold and value-driven articles and campaigns that stand up for the rights of the LGBTQ+ community — not just during Pride month 2025, but every month after that, and this is a great time to start. We believe in campaigns that are explicit about inclusion. We need media outlets to tell and celebrate queer stories, and we need brands to invest, listen, and support these communities rather than falling into a tired rainbow-washing trope or waiting for the “right moment” to say something.
Now is the time to remind everyone that LGBTQ+ issues aren’t political, they’re existential. While the LGBTQ+ community is being targeted by some politicians, sharing and amplifying their stories has power.
We’ve already seen what this can look like: earlier this year, our client Good Vibes partnered with Trans: Thrive and SHE Boutique, two important organizations providing support and resources to trans women of color in the San Francisco Bay Area. Together, they launched a campaign that didn’t just promote products but prioritized community care.
The campaign spotlighted trans creators, expanded gender-affirming product offerings, provided educational resources in the form of blog posts by trans writers, and donated proceeds of purchases to support the real-world impact these organizations are making. This is the perfect time to launch an inclusive and action-oriented campaign to show where you stand as a brand or an individual.
At Little Leaf, we’re proud to work with brands and educators like Lisa Finn, Dr. Carol Queen, and Tim Lagman, who are proud members of the LGBTQ+ community and offer diverse perspectives. We urge other businesses to follow suit. Collaborate with LGBTQ+ educators and voices to amplify this mission towards inclusion. Share their stories and fund their work so we can bring more diverse voices into the conversation and shift the narrative.
Brands and publications can’t afford to stay silent
Visibility is power, especially when it’s uncomfortable and others are backing down. And at a time when so many marginalized groups are being targeted and attacked, you can’t afford to be silent and complicit at a time like this. Silence is simply another word for erasure, and in 2025, that’s unacceptable.
While many companies might be claiming “Pride fatigue” or are scared to show up with a strong stance for Pride month 2025, sexual wellness brands and the media must remember that staying neutral is a luxury that vulnerable communities can’t afford. The brands we work with don’t shy away from the difficult topics, and we won’t either. So much of our industry, from products to messaging, is deeply rooted in the liberation of LGBTQ+ communities, who have been central to the evolution of the sexual wellness world.
If you’re a brand or a journalist wondering if you should “do something for Pride” even though the silence is deafening, we’re here to cheer you on for Pride month 2025. If editors are ignoring pitches, pitch the stories anyway.
If your usual editor won’t greenlight a story, keep reaching out to new outlets with creative angles until you find one that will. Double down, because pleasure equity and human rights matter. If you’re a brand, take the jump with that daring campaign, launch that product, and make those donations. Our world needs a new kind of leadership right now, and this is a chance to cement yourself at the forefront by turning allyship into action and starting those hard discussions.
For queer and trans people, visibility is vital. As a business or a writer, Pride month 2025 is an opportunity to demonstrate our activism through what we do best — communicating with the public and celebrating pleasure. If you need help finding your voice or spreading the word, Little Leaf is always here to help.
