Pride Month used to be a staple on the marketing calendar. Brands would make rainbow versions of their logos, roll out audacious campaigns, and loudly participate in Pride celebrations—sometimes so enthusiastically that they’d face accusations of pinkwashing or rainbow-washing.

How quickly things can change.

In the last couple of years, corporate support for Pride Month has gone from loud and proud to barely a whisper, following pushback from right-wing activists and the actions by President Donald Trump early in his second term to discourage companies’ diversity, equity, and inclusion efforts.

Those actions had a direct effect on NYC Pride, which attracts millions of attendees and is generally considered to be the largest pride event in the world. “Last year was a tough year for us,” Im Lynde, executive director of NYC Pride, told Marketing Brew. “When the administration told our corporate supporters that they should not support any DEIA initiatives, any woke initiatives, any LGBTQIA+ initiatives, we lost more than $750,000 of our usual support last year. So that was rough.”

So far this year, NYC Pride has “just shy of 90” corporate sponsors, Lynde said, noting that those aren’t all major corporations, as the nonprofit counts local and regional businesses in that number. The nonprofit anticipated that corporate sponsorship support would be down, which meant a “more conservative estimate” of its budget and cutting back on more expenses so that it could continue putting on the Pride March, PrideFest, and Youth Pride events, Lynde explained.

“We are funding joy,” Lynde said. “We’re funding this celebration. Even though we are still protesting, and we’re angry about what’s happening in the world, we can still be angry on Pride, but we also are showing resistance that we will always be here. We will continue the fight.”

Continue reading here.—KM

Trust is sticky, like an adhesive bandage. But that gooey residue rubs right off with some soap.

Dawn Dish Soap held onto its place as the most trusted brand in America for the second year in a row after dethroning Band-Aid, which held the title from 2022 to 2024 but is now No. 2 in the rankings, according to Morning Consult’s annual Most Trusted Brands report.

The report is based on a series of surveys conducted from January 1 through May 15 of this year asking consumers how much they trust brands to “do what is right.”

The top two companies indicate a broader trend in the research, which found that many of the most trusted brands of 2026 are “household staples…that are reliable if not particularly exciting.” That could be a direct response to the rise of divisive AI brands, according to Nicholas Laughlin, Morning Consult’s VP of content.

“Lots of people are adopting AI, and there’s lots of positive feelings towards it, but there is also a good amount of negative sentiment,” Laughlin told Marketing Brew. “Trends are going back to these more back-to-basics, less technology-driven areas.”

With that said, Google came in at No. 3 on the list, an outlier in the tech category, which is generally seeing a “significant trust deficit,” according to Morning Consult.

Read more here.—AM

Tinder is looking to make a match with fashion.

Earlier this month, the dating platform unveiled what it calls its “largest brand collaboration” to date. Part of its global Pride Month partnership with Diesel, it includes a 17-piece capsule collection, in-store activations around the world, and a joint $200,000 donation to LGBTQ+ advocacy organization Outright International.

There’s also a campaign called “For Successful Loving,” which reimagines Diesel’s longtime “For Successful Living” slogan through the lens of modern dating, attraction, and self-expression.

For Tinder, the collaboration acts as more than a merch drop; it’s part of a broader effort to position the company not just as a dating platform, but as a cultural brand that’s aligned with young consumers’ expression of identity through fashion. Led by drag performer and model Gigi Goode, the campaign also arrives during Pride Month and centers conversations around how people define love and intimacy.

“This is our biggest collab in the history of the brand,” Hobley told Retail Brew. “It’s our biggest collab in almost every metric—in terms of the number of items in the collection, in terms of the footprint, the global reach.”

The partnership comes as dating apps increasingly compete not only for users’ attention but also for cultural relevance. While collaborations between fashion brands are common, partnerships involving dating platforms remain relatively rare.

Read more on Retail Brew.—JS

Buying ad inventory in the NBA Finals is almost as hard as securing a seat on
Madison Square Garden’s Celebrity Row. Learn how Disney’s ad inventory for the first four games sold out.