Across the U.S., corporate sponsors are backing out of their Pride commitments. Some brands cite economic pressures and tariff uncertainty. Others hand Pride organizers money and telling us to keep their names out of the headlines. As Pride 2025 season kicks off, let’s look at how LGBTQ+ people are approaching rainbow season differently. Spoiler alert – we’re not going back into the closet and we take note which companies are LGBTQ-friendly and whose claims of support turned out to be hollow.