Brand opportunism and LGBTQ+ consumer response: Perceived ethicality, brand attitudes, purchase intent following pride 2025 pullbacks

Consumers now expect brands to publicly take stances on race, gender, and social issues and to genuinely incorporate marginalized identities into their marketing strategies. In contrast to previous years, many brands reduced their Pride-related messaging in 2025, citing concerns about consumer backlash, political pressure, and threats to their DEI initiatives. Drawing from a sample of American LGBTQ+ consumers and a comparison sample of non-LGBTQ+ consumers, this study examines whether Pride 2025 pullbacks are perceived as opportunistic and the subsequent consumer outcomes. Through a serial mediation analysis, the findings reveal that higher perceptions of brand opportunism are associated with lower perceived brand ethicality, which in turn is associated with more negative attitudes toward the brands and, subsequently, lower purchase intent. Theoretical and managerial implications are discussed.