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If we thought last year’s Pride was quiet for brands, in 2025, you can practically hear a pin drop.
Across industries, DEI and related marketing efforts have been wildly scaled back or come to a complete standstill. And much like with Black History Month in February, this month we’re seeing far fewer campaigns, content, collaborations, and almost no visible commitment from companies that once pledged year-round LGBTQ+ inclusivity. Although, according to a recent survey from GLAAD,
70% of Americans say a brand’s involvement in Pride either has a positive impact or no impact on their purchasing decisions.
Thankfully, a few standout brands are cutting through the silence with work that uplifts and supports LGBTQ+ communities in real, tangible ways. From inclusive storytelling and long-term resource-building to 100% giveback initiatives, read on to see how four industry leaders are defining what it means to show up with purpose this year.
Levi Strauss & Co.: Meet You in the Park
Campaign Details
With a deep legacy of supporting LGBTQ+ rights, Levi’s has positioned itself at the intersection of culture and activism since the 90s. Earlier this year, the brand made headlines for overwhelmingly rejecting a shareholder proposal to scale back DEI programs, with 99% voting against the proposal. And now, their annual Pride collection and Meet You in the Park campaign pushes that forward still, with a message of making space for all.
This year, our Pride collection shines a light on togetherness and the importance of safe spaces for all LGBTQIA+ folks.
— Levi’s
Video and editorial content focuses on reclaiming public parks and third spaces for joy and connection while spotlighting queer creatives like country musician Shayne Gottlieb and San Francisco bar owner Malia Spanyol. The apparel line revives historically queer symbols and phrases across bandanas, totes, denim jackets, and more, along with embroidered patches designed by Castro Tattoo’s, José Luis Sanabria.
Why it Stands Out
Rather than just offering empty visuals, Levi’s collaborates with LGBTQ+ artists, designers, and community leaders for authentic storytelling. But it’s their continued support and donations to various organizations — like an annual gift of $100,000 to Outright International — that make a real difference for queer communities around the world.
“We do this because it is core to who we are as a values-led company, a San Francisco-based company. and a company that has stood in solidarity with the LGBTQ+ community for decades,” said Lance Relicke, VP, Global Brand Experience. “It means so much to people in and beyond the company, and it’s extremely gratifying to see all the efforts of the past honored and upheld today.”
Content Marketing Tip
Co-creation and historical symbolism amplify authenticity for Levi’s. But without financial backing, these stories would ring hollow. Blend strong narrative with funding, grants, or other visible commitments like influencer collaborations and sponsorships to make a real impact.
Yelp: LGBTQ-Owned Business Resource Hub
Campaign Details
Yelp has been another consistent advocate for DEI and inclusive business practices, introducing its “Open to All” initiative in 2018 after the Supreme Court ruled in favor of a cake shop that denied service to a same-sex couple. Since then, the company has expanded on that mission with new platform additions, including rainbow tags, stickers, and gender-neutral restroom filters, as well as further support and content like this month’s LGBTQ-Owned Business Resource Hub.
Why it Stands Out
By giving queer business owners educational tools and visibility, Yelp supports growth — not a fleeting photo opp. The newly created resource hub offers free tools and attributes to help spotlight LGBTQ+ food and nightlife businesses, plus links to relevant educational and inspirational content like articles on strategy and stories from queer entrepreneurs navigating today’s marketplace.
We believe it is paramount for the business community to speak up in support of equality and inclusivity for all.
— Yelp
Content Marketing Tip
Make DEI an essential feature, not just a campaign. Activate inclusion from within your product by using existing infrastructure to embed long-term value for marginalized communities. It matters now more than ever.
Zenni Optical: 100% for Pride
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Campaign Details
With annual Pride collections and a partnership with the It Gets Better Project since 2018, Zenni Optical has made LGBTQ+ advocacy a recurring part of its brand narrative. Known for stylish, affordable eyewear, the brand merges commerce and cause with surprising sincerity in their annual Pride collection. This year’s line includes 32 expressive frame styles starting at $20 and up — every dollar of which goes directly to It Gets Better in order to support LGBTQ+ youth mental health and self-expression.
Why it Stands Out
Zenni’s impact is clear: they’re not just promising, they’re delivering. Donating 100% of sales eliminates any ambiguity, and their multi-year partnership with It Gets Better builds an even stronger foundation. Finally, the low entry price point ensures anyone can participate, making a bold statement that’s both inclusive and purpose-driven.
Pride Month is more than a celebration. It’s an opportunity to renew our commitment to equity, inclusion, and authenticity in everything we do.
— Zenni
Content Marketing Tip
Be courageous with your commitments and don’t overlook affordability. Activations that empower participation for all audiences tend to spread far and wide.
AdAge: Honoring Creative Excellence
Campaign Details
Ad Age has long chronicled the advertising industry’s evolution around DEI, and in 2025 it’s turning the spotlight inward. The ongoing Honoring Creative Excellence series celebrates marginalized voices within the industry, this month featuring personal essays and reflections from queer creative professionals — from rising talent to standout COOs. Less marketing campaign, more content initiative rooted in visibility and representation, the stories offer a candid look at what it means to lead, create, and innovate as an LGBTQ+ person in advertising.
Why it Stands Out
Instead of launching a colorful product, AdAge makes space. By amplifying interior voices from the creative community, the publication fosters industry-level introspection and collaboration that’s about shaping culture rather than just selling it.
Content Marketing Tip
Pride activations don’t always need fancy merch or flashy ads; sometimes, space is the most powerful thing we can offer. Your best resource might be a storyteller who’s already on your team, so be sure to elevate internal voices.
