It has been widely noted that fewer companies have chosen to display the rainbow flag on their websites and social channels for this year’s Pride Month. Commentators across the media and LinkedIn have observed and even tried to quantify the trend, which seems to span most sectors and markets. Anecdotal evidence suggests this distancing from Pride likely applies, mainly, to external displays of support, with companies’ internal activities and initiatives to some extent continuing. Nevertheless, the implications for the movement are significant. For instance, it has raised concerns around the funding models of many Pride events which rely on corporate sponsors. It has also raised bigger questions about what it means to be a corporate ally, whether allyship must be immune to the political climate of the day, and how brands can speak authentically in support of Pride and the LGBQT+ community. For an article by Evie Barrett for PR Week, Account Director and chair of Infinite’s LGBTQ++ Affinity Group, Harrison Howard was asked to offer his views, along with 24 other LGBTQ+ PR professionals – in only 25 words – on whether brands will show up for Pride 2025. His conclusion? “Allyship means maintaining support in the face of pressure or adversity. Committed corporate allies will see today’s climate as a test they must rise to”. Read the full article here.