A new Gravity Research survey of 200+ corporate executives reveals a shift: 39% of companies are cutting back on Pride support this year. None plan to increase it. That means fewer rainbow campaigns, fewer event sponsorships, and less public backing of LGBTQ causes.

Why the pullback? Many brands are responding to shifting public opinion. Customers are growing tired of the constant Pride push. What once felt like a safe marketing win now feels like a business risk. Companies supporting Pride now risk losing customers — by the thousands.

In New York, the Heritage of Pride parade lost 25% of its corporate sponsors. That’s a $750,000 budget hole. Now, organizers may have to charge for events that have always been free. That’s a major shakeup in the Pride landscape.

Community Shuts Down Pride Event

In Boise, Idaho, the “Pride Season Kick-Off” flopped due to low ticket sales. Organizers canceled it and blamed the community for its lack of support. But Blaine Conzatti, president of the Idaho Family Policy Center, had a different take: “Put simply, the American people are fed up with the increasingly radical Pride agenda — and the rainbow crowd has overplayed their hand.”

Even the Pride flag is vanishing from some corporate buildings. Public pressure is real — and engaged Christians are pushing back.

Pride Declining, Christianity Rising

While Pride declines, faith is rising again. Pew Research reports that between 2019 and 2024, U.S. adults identifying as Christian held steady — between 60% and 64%. That’s after years of decline.

Even more surprising? The spiritual shift is most notable among Gen Z. This “post-Christian generation” — ages 13 to 28 — is showing new interest in faith. More young men than women are going to church. Bible sales for Gen Z grew 22% last year, outpacing book sales in every other category.

Author Justin Brierley calls this movement a “quiet rebellion.” “Faith has become a form of protest,” he writes, “against a culture that rejects truth, stability, and meaning.” Gen Z has been flooded with moral confusion — and they’re searching for something real. Many are finding it in Christ.

A Nation Hungry for Hope

But it’s not just the young. Across the U.S., more people are turning back to faith. Just last month, a historic baptism took place on the California coast. Over 30,000 people came. More than 7,750 were baptized that day — the largest mass baptism in U.S. history.

What sparked it? On one hand, Covid awakened spiritual hunger. Pew Research found a third of Americans felt their faith grow during the pandemic. The other driver is an increasing backlash over the radical LGBTQ agenda and “woke” philosophy. In a world filled with chaos and confusion, people are looking for something true.

The Moment We’ve Prayed For

Now’s the time. People are open. They’re searching. This is the moment to share the gospel. Handing out gospel tracts is an easy way to reach others wherever you go. Give them away at church, in your neighborhood, and on vacation. Anywhere you go, you can plant seeds of truth and hope. Will you take this opportunity to seed the world around you with the hope of Jesus?