Just a few years ago, one of the biggest complaints we heard during Pride Month was that brands would slap a rainbow on their logo in June, then vanish by July. These days, that issue feels like a thing of the past. Now, many brands are too afraid to show any support at all, even in June. If you’re not showing up for the people who helped build your brand, you’re not just failing them; you’re putting everything you’ve built at risk.

As an LGBTQ+ agency founder, those values were my lived experience and my compass. And although the people in the agency may have shifted the culture to make it their own over time, those core values remain in the core DNA.

But here’s the thing not many like to say out loud: Staying true to your values takes guts, especially now.

Consumers are watching. They’re quicker than ever to call out hypocrisy. One misstep, and suddenly you’re on the receiving end of a digital firestorm. 

And if you’ve spent years (maybe decades) trying to build a loyal audience, it can disappear in just a few moments. I’ve seen it happen. Pride Month 2025 is proving that point. Some major corporations have pulled away from their Pride support this year, and you can already see the backlash. The big ones can withstand that storm. The smaller ones, maybe not. 

So, how do you make sure that does not happen to your brand?

Block out the outside noise and show up for your communities

Fear is normal. It’s scary to take a stand in a hyper-political climate. But your values are the reason people trust you. 

If you are hesitating before launching a Pride campaign or just showing basic support, remember that your community is watching. And they remember who shows up, and who doesn’t. You might get some hate. But you’ll also get something more valuable: loyalty from the people who matter most. 

Stay true to your brand values

There are so many trends and microtrends for brands to participate in, but the challenge comes in knowing exactly which ones to get in on. When you are unsure if there’s a campaign or trend you may want to participate in, think back to your brand values. What shapes the culture of your company? What causes do you support? Are your values clear? 

Answering these questions will help you understand whether the potential campaign is appropriate. For me, if something doesn’t align with our core values, we don’t touch it. But if it does, we lean in fully. No half-measures. That clarity makes decisions easier. Having clear brand values, as well as a team that believes in them, is the first step in a successful business.

Support your base like they’ve supported you

The relationship with your community lies not only in the product, but the messaging and values of your brand. Maybe you’ve become known as a safe space for LGBTQ+ folks. Maybe your messaging has always centered on inclusion and equity. If that’s the case, you have a responsibility to follow through, even when it’s inconvenient.

I understand that many brands are especially scared; they’re making decisions centered around avoiding controversy and getting hate. However, sitting back is still a choice, and your silence says everything. People notice when you go quiet.

If you want long-term trust, you have to keep showing up, even when it’s hard. Especially when it’s hard.

Expect backlash, and be ready

There will be trolls and critics. Backlash is virtually inevitable. But the good news? You can prepare for it and be able to run a successful campaign while minimizing risk. What does this preparation look like?

• Consulting with staff, especially if they’re part of the community you’re trying to reach. 
• Run crisis simulations. Is your organization ready for a crisis? Role-play different scenarios and make sure everyone, from marketing to leadership, knows the drill.  
• Create a response plan. Don’t wait until something happens to decide what to say. 

Stay ready, so you don’t have to get ready. Ensuring that you have the proper protocol will allow you to make it through any negative buzz. Marketing teams and crisis teams have to be aligned at all times.

No takebacks

Once you take a stand, don’t walk it back. However tempting a U-turn is, it’s more damaging than not getting involved in the first place. Be clear on your approach and stick to your guns. Your supporters are often in the shadows. You may not hear every voice cheering you on, but they’re there, watching and hoping you will lead. If you are attacked, they will support you. If you make a U-turn, they will not forget, and neither will your employees.

You do not get redos. And to be honest, if your campaign is aligned with your brand values, you should not want redos. Listen to your gut-and your team-and ride it out.

Your supporters deserve to know that you have their backs. For the sake of your brand, it’s the least you should do.

by Tamara Littleton