In just four weeks, the global rainbow juggernaut will kick off its annual celebration, but here in New Zealand and beyond, big businesses are quietly pulling back from the party.
As the world gears up for Pride Month, the relentless push to champion all things LGBT is losing steam, particularly in corporate boardrooms. What was once a badge of honour for companies is now looking like a risky bet.
Just a couple of years after the Bud Light backlash in the U.S., where over-the-top activism tanked a major brand, the appetite for sponsoring Pride’s loudest events is fading fast. For Kiwi business leaders, the message is clear: getting too cosy with divisive causes can come at a steep cost.
Major companies, both here and overseas, are rethinking their approach. Many are scaling back or outright dropping their support for Pride events, wary of the growing pushback from everyday Kiwis who are tired of being lectured. In places like San Francisco, Pride organisers are reeling after losing hundreds of thousands in corporate funding. Big names like Anheuser-Busch, Comcast, and Diageo (the folks behind Guinness and Smirnoff) have walked away, leaving a massive hole in event budgets.
This isn’t just an American trend. From Auckland to New York, businesses are getting cold feet. The Wall Street Journal reports that heavyweights like Mastercard, PepsiCo, Nissan, and Citibank are opting out of major Pride sponsorships, some after years of high-profile support. In New York, a third of corporate sponsors have either backed out, cut their contributions, or are in talks to return on a smaller scale.
Even in New Zealand, where the cultural pressure to conform can feel intense, companies are starting to listen to the silent majority. Research from the U.S. shows nearly 40% of corporate leaders plan to dial back their Pride involvement this year, citing “budget constraints” or, more tellingly, pressure from customers who reject the in-your-face activism. Many point to conservative voices calling out the overreach of diversity, equity, and inclusion (DEI) initiatives as a key driver.
Take Target, for example. After copping flak for its aggressive LGBT campaigns, the retail giant has scaled back but is still dipping its toes in as a major sponsor in New York. They’re an outlier, though. Most companies are deciding it’s not worth the backlash.
Even the Human Rights Campaign (HRC), a global powerhouse of LGBT advocacy, is feeling the heat. They’ve had to cut 20% of their staff, a move blamed on shrinking corporate support and public pressure. Here in New Zealand, where similar advocacy groups rely on corporate dollars, the same dynamic is starting to play out.
So, what’s behind this shift? For one, Kiwis are growing weary of the constant push to politicise everything. Companies that once earned praise for jumping on the rainbow bandwagon are now finding it doesn’t win them the loyalty it used to. Instead, they’re facing heat from customers who just want businesses to stick to business—selling products, not ideologies.
Will Hild, a U.S. consumer advocate, puts it bluntly: the public is fed up with having agendas shoved down their throats. He’s optimistic this pushback will ripple through to the private sector, including here in New Zealand. “It’s like draining poison from a lake,” he says. “It takes time, but the water clears eventually.”
Conservative commentator Elliot Ikilei stated the following:
For Kiwi conservatives, this is a chance to flex their influence.
It’s not just about where you spend your money, though that matters. It’s about speaking up. Let them know if you see a company wading into politics in a way that doesn’t sit right.
Drop them an email, make a call, or post on social media.
Businesses are watching, and they’re starting to listen.
The tide is turning, and New Zealand’s grassroots are keeping it moving by using their wallet, using their voice, and reminding companies that Kiwis value fairness, not fanfare.
