Key takeaways:
- Refocus your Pride Month strategy to balance visibility with today’s political and cultural realities.
- Prioritize employee safety by using opt-in storytelling, first names only, and secure content formats.
- Go beyond one-off gestures by building consistent, year-round inclusion into your social strategy.
As Pride Month approaches, social media leaders are facing more complex decisions than ever before. Political scrutiny, employee safety concerns, and evolving public expectations are reshaping what recognition and inclusivity look like in social media content during Pride Month and throughout the year.
In a recent confidential conversation hosted by SocialMedia.org, senior social media professionals shared how they’re navigating these challenges with care and creativity.
Here’s what they had to say and what your brand can take away from it.
Reassess Your Approach for a Today’s Landscape
Pride Month strategies are in flux. In an informal poll, 35% of our members said they’re pulling back on Pride-related social content in 2025, while 40% remain undecided. Notably, no brands reported increasing their efforts this year.
This recalibration isn’t about backing away from values — it’s about adapting to new pressures, including recent executive orders, changing internal expectations, and the increased reputational risks of public-facing DEI content.
Some brands are shifting from broad, public celebrations to more restrained, targeted efforts. That might mean publishing only on less volatile platforms or leaning into behind-the-scenes support rather than broad social campaigns.
For others, the change is about moving away from a one-size-fits-all approach. Instead of defaulting to the same strategy every year, they’re reevaluating how best to represent their support in safer ways for employees and more aligned with today’s landscape.
Center Employee Safety in External Storytelling
One of the most pressing concerns raised was the safety of employees featured in Pride content. In past years, highlighting employees and sharing their stories was a powerful way to personalize DEI commitments. But today, those efforts come with risks, including doxing, targeted harassment, and even real-world threats.
To protect individuals, many brands are:
- Using first names only in graphics and posts
- Avoiding tagging employees on social media
- Providing participants with digital safety guidance
- Working closely with physical and cybersecurity teams
- Shifting some content to internal channels or executive voices
Some brands have developed opt-in protocols that emphasize choice and informed participation. Others have decided not to feature employees externally, focusing instead on internal activations and employee-led storytelling through their own channels.
Move from Symbols to Substance
Changing logos for Pride Month used to be a widely accepted show of solidarity. But that’s quickly shifting. According to poll results, 85% of brands are opting not to update their logos this year, up from 72% in 2024.
This drop-off isn’t about external pressure or political climate. It’s also a reflection of internal introspection. Many social media leaders shared that they’re questioning the value of visual gestures that aren’t paired with deeper, ongoing action.
In some cases, internal teams had already deprioritized logo updates due to concerns about “rainbow-washing” before the current political environment added further complexity.
In place of these surface-level changes, brands are prioritizing authenticity: amplifying employee experiences, focusing on year-round inclusivity, and ensuring their actions are rooted in real commitments, not just seasonal branding.
Use Platform-Specific Tactics to Mitigate Risks
Not all channels are created equal when it comes to audience behavior. Social media leaders reported that certain platforms, like Facebook, tend to attract higher volumes of negative comments and trolling during DEI activations. As a result, many are choosing to shift Pride content to lower-risk environments.
LinkedIn remains a popular choice for sharing inclusive messaging, seen as a more professional and respectful space. Some brands are also utilizing time-bound formats, like Instagram Stories, to limit exposure.
Others are adjusting language, avoiding terms flagged as contentious (like “diversity” or “inclusion”), and instead focusing on universal values such as belonging and shared purpose.
In some cases, executive voices are being used as safer conduits for messages that would have previously come from the brand itself. This allows companies to maintain a visible presence while reducing direct backlash to their corporate channels.
Extend Inclusion Beyond the Month of June
While many teams are narrowing their public Pride efforts in June, there’s growing recognition that LGBTQIA+ inclusion shouldn’t be confined to one month. Still, 40% of members said they’re unsure how to continue this representation year-round, even as 37% affirmed ongoing efforts.
Brands taking an “always-on” approach are integrating DEI values across campaigns throughout the year, not just during heritage months. They’re telling stories tied to their business impact, employee contributions, and community engagement — without necessarily labeling every post as a DEI moment.
Plan for Negativity Before It Happens
Given the current climate, anticipating backlash is no longer optional. Social media leaders are investing in robust response plans, often in collaboration with legal, DEI, and cybersecurity teams.
Effective practices include:
- Monitoring sentiment thresholds to trigger escalation
- Training internal teams on social media best practices
- Pre-drafting positive, supportive comments for engagement
- Empowering employees to respond safely or not at all
- Avoiding deletion of comments unless they violate policy to prevent further amplification
Some brands have even established protocols for strategically boosting positive comments to ensure that supportive voices remain visible. Others are educating featured employees on adjusting privacy settings and preparing for potential attention.
Get More Insights from Your Peers and Lead with Confidence
Pride Month planning in 2025 and beyond demands clarity, strategy, and support from those facing the same challenges.
At SocialMedia.org, senior social media leaders from the world’s largest brands come together to benchmark in real time, share what’s working, and navigate sensitive moments with confidence.
Join SocialMedia.org to gain exclusive insights and connect with your peers on planning your approach for Pride Month this year and the future.
