Guardian analysis of 20 major companies in UK and US shows mentions of Pride on social media have fallen substantially in past two years

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.