Jessie Lewthwaite reflects on her first corporate Pride and questions why major brands are scaling back in 2025. Is this the end of rainbow capitalism or a wake-up call for authentic allyship?
When I was a fresh-faced queer in Melbourne, I attended my first corporate-sponsored Pride event. I won’t name the brand—legal dramas aren’t something I’m manifesting for 2025—but I do recall being told, in no uncertain terms, that drinking their vodka at this event was non-negotiable. At the time, I felt immense gratitude towards this company for openly supporting the LGBTQ+ community, especially when “gay” was still casually used as an insult.
The event was a full technicolour fever dream: rainbow-covered walls, balloon arches everywhere, banners shouting messages of acceptance, androgynous go-go dancers performing in non-binary cages. I remember thinking, this is activism. This is resistance. Also, this vodka is intense.
Now that June has returned, so have the rainbow products—only this year, something feels off.
Brands once known for their bold Pride collections seem to be retreating. Take Target, whose “Live, laugh, lesbian” dress is forever etched into my brain—they’ve cut their Pride collection back significantly. Nike has dialled things down. And even some New Zealand companies have pulled out of Pride entirely.
Yes, I understand the criticism of “Pride for Profit” and the performative rainbow-washing that often comes with it. We all know Pride didn’t start in a boardroom. It was born out of protest—Marsha P. Johnson threw a brick, not a Rainbow Frappuccino. Still, I can’t help but feel this scaling back is a loss.
This year’s Pride gear feels… muted. Like we’re being asked to be proud, but quietly. It’s giving “Proud, but in private” vibes. As if the message is: “Sashay away from hate crimes.” I hate to say it, but I miss my “Live, laugh, lesbian” dress.
There’s a clear reason behind the pullback: right now, Pride doesn’t sell. And in a capitalist system, that’s all that matters. In the US, conservative and religious pressure has pushed nearly 40% of Pride products into the bin. That human personification of processed cheese, President Trump’s use of anti-‘woke’ rhetoric, has only reinforced this retreat. And now, that same mindset has made it to New Zealand.
Ironically, this is exactly the moment when the queer community needs to be loud, visible, and gloriously extra. It’s a time when brands could choose to stand with us, really stand with us, not just when it’s trending or profitable.
So, to the LGBTQ+ community: take note of who’s still showing up. Did your bank still wrap its ATMs in rainbows? Did your favourite beverage brand release a Pride edition bottle? Could you grab an LGBT (Lettuce, Guacamole, Bacon, and Tomato) sandwich this year? And beyond the flashy stuff, are these companies actually investing in our community?
And to the corporate bigwigs: real allyship doesn’t start and end in June. It’s about employing queer folks, protecting them at work, donating to grassroots organisations, advertising in queer media, and using your influence to oppose anti-LGBTQ+ laws. Also—yes—keep the rainbow T-shirts coming. Just make sure they mean something.
Photo | Reba Spike.
