A new poll released just before Pride Month reveals a troubling trend: nearly twice as many Americans say they’d avoid shopping at brands that sell Pride merchandise as say they’d be more likely to support them. The GLAAD-commissioned poll, conducted by IPSOS, asked Americans how queer Pride collections affected their shopping habits.
Only 15% said Pride merch would make them more likely to buy from a brand. But 27%—almost double—said they’d be less likely to shop there. The majority, 55%, said it wouldn’t affect their decisions. Among Black non-Hispanic respondents, only 8% said they’d be more likely to buy from a brand with Pride gear, and 11% said they’d be less likely. Seventy-seven percent said it made no difference.
Hispanic respondents were more supportive, with 19% saying it would positively influence their decision. When asked if it would be a shame if brands stopped supporting Pride, more Americans disagreed—48%—than agreed, at 46%. However, these statistics are not surprising for many in the community. And what happened with NYC Pride proves it. NYC Pride just announced a $750,000 budget shortfall for 2025.
Organizers say it’s directly tied to corporate sponsors scaling back or backing out entirely. NYC Pride Co-Chairs Kazz Alexander and Michele Irimia said that the organization has reached just 75 percent of its 2025 fundraising goal. The 25 percent gap, they said, jeopardizes not just the number of floats, vendors, and performers at this year’s events, but also the organization’s grant programs.
