Pride Month Has Ended for 2025, but Did It Even Get Started in AdLand?
Yes, it began with Trump’s return to office in January, but the systematic dismantling of all Diversity, Equity, Inclusion, and Accessibility (DEIA) programs has gone well beyond federal government institutions and contractors. Big tech was the first to follow suit, and soon after, many major brands and retailers also began eliminating DEI hiring targets and scaling back internal initiatives.
From left to right: Sarah Stephenson-Hunter, Chloe Davies, Imy Brighty-Potts, Emma Cusdin, Andrew Flewitt
But what about the advertising industry—a supposedly progressive space built on championing fresh ideas and divergent thinking, whose very success depends on tapping into culture and reflecting the society we live in?
Again, yes—the ripple effect has reached our shores. The Gay Times has lost a massive 80% of advertisers since 2024. Even Cannes fell largely silent on the subject this year, with just a smattering of fringe events according to Outvertising’s CEO, Chris Dunne.
Yet here we were at AdLand Pride 2025: Standing Together, and we had a packed room full of independent agencies and media owners, queer folk, allies, and astute leaders, all willing to put their money where their mouth is.
Feelings of hopelessness quickly gave way to glints of hope, community, and protest. We didn’t want to give in. We knew this was the moment to double down, and our amazing speakers helped keep us focused on why we must be louder and more consistent in our efforts than ever before.
The data shows LGBTQ+ people are still struggling.
This year’s cross-industry “All In Census” revealed that 60% of trans people do not feel comfortable in the workplace. Work-related mental health issues are three times more prevalent in the LGBTQ+ community, and 42% of trans folks in the industry have experienced sexual discrimination.
Visibility and allyship remain critical.
What we heard at AdLand Pride 2025: Standing Together was a powerful reminder that visibility doesn’t always have to shout, but we will remember those who accepted the decline of LGBTQ+ rights.
Emma Cusdin and Chloe Davies reminded us that authentic LGBTQ+ representation in advertising doesn’t need to be drenched in rainbows or celebration. Sometimes, the most impactful stories are the quietest: queer people simply existing, living, and loving like anyone else. It’s why campaigns like Starbucks’ What’s Your Name, which told a deeply human story of a trans person finding affirmation in something as simple as a coffee cup, still resonate years later.
Allyship, too, isn’t a badge you wear—it’s a verb. It’s checking in with LGBTQ+ colleagues, sharing a coffee or a pint, and showing up when it matters, because you may not realise how scared they are.
Advocacy must be constant.
The Outvertising Advocacy Playbook reminds us that change is not seasonal. As DEI efforts are rolled back across the industry, those who continue to act will be remembered. Because while the rhetoric we’re seeing today isn’t new, its danger is as real as ever. Mistakes can be forgiven. Silence cannot. We owe it to our community to keep the conversation going—not just during Pride Month, but every day after.
Diversity is essential to the industry’s success.
Our industry thrives on diversity, creativity of thought, and difference. We aim to tap into communities and get them engaged with the brands we work with—but how can we do this if we only have one kind of person around the table?
Advertising must reflect culture and society to be effective. That requires sustained, mindful investment in minority communities, no matter what the powers that be have to say about it. Diversity is good for business; it has been proven time and time again.
Be bold and proactive.
AdLand, don’t let 2026 be a repeat of 2025. Invest in LGBTQ+ creatives, initiatives, businesses, and individuals—and you will see it pay dividends. Get on the right side of history while you still can.
Because when this moment passes, it won’t be the silence or the fear that defines us. It will be what we chose to do next.
