The UK’s biggest businesses are rolling back their public support for Pride celebrations, Guardian analysis suggests, prompting warnings that “clear signals” are needed in the face of growing global LGBTQ+ hostility.
Analysis of social media posts by the country’s biggest companies found mentions of Pride had plummeted by 92% since 2023, mirroring a trend seen in large American firms.
The findings come after the US president, Donald Trump, signed a series of executive orders in 2025 that overturned federal government diversity, equity and inclusion (DEI) programmes, leading companies on both sides of the Atlantic to rebrand, scale back and even scrap fairness policies.
The Guardian analysed the main customer-facing social media accounts of the 10 biggest UK-listed or headquartered companies, and the 10 biggest US companies by market capitalisation.
Among the British brands were the technology company Arm Holdings, the pharmaceutical firms AstraZeneca and GSK, the nicotine products company British American Tobacco, HS
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