As LGBTQIA+ skateboarders keep growing across skate parks, street spots, and online spaces, brands are getting watched a lot closer on how they show support during Pride Month.
What used to feel like a steady rollout from big skateboarding names does not look the same anymore.
A few years back, brands like Nike, Adidas, New Balance, Vans and more would usually drop Pride collections or run campaigns tied to LGBTQIA+ support.
2023: Nike SB Supports The LGBTQIA+ Community w/ “Be True” Dunk Low For Pride Month
Those releases were easy to see every June and felt like part of the skate calendar.
Now that presence is way quieter.
In the latest Pride Month, only a small number of skate related brands put out dedicated Pride collections.
Tim Pool's The Boonies brand and Converse were among the few that did, while most of the bigger legacy brands stayed out of it.
READ MORE: Converse Doubles Down on Rainbow Pride This Month While Other Skate Brands Go Silent
At the same time, a report from the Human Rights Campaign Foundation is showing how much LGBTQIA+ consumers are paying attention to this kind of shift.
The group represents more than 1.4 trillion dollars in spending power in the US alone, with even more globally, so their buying decisions carry weight.
The numbers show a pattern. Around 7 in 10 LGBTQ+ consumers say they change what they buy based on how inclusive they think a brand is.
A lot of them say they buy less from companies they feel are stepping back, while many also say they spend more with brands that stay consistent in showing support.
Compared to other shoppers, LGBTQ+ consumers are more likely to cut off brands they see pulling back.
They are also more likely to fully stop buying from them in some cases. On the flip side, they are more likely to put their money toward brands they feel are actually showing up for the community.
In skateboarding, where identity, creativity, and personal expression matter a lot, this hits differently.
LGBTQIA+ skaters have always been part of the scene, but now they are more visible and more vocal about what they expect from brands.
RELATED: The GOAT Chris Cole Honors Pride Month with Respect and Solidarity for the LGBTQIA+ Community
When Pride drops were more common, they gave a signal that people noticed. With fewer of those releases now, that absence is being noticed too.
The report also points out something important.
A lot of buying decisions are based on what people see, not just what companies say they are doing behind the scenes. If a brand stops showing up publicly, people often read that as stepping back, even if nothing official changed.
Some brands are now often linked in public perception with pulling back on LGBTQ+ support, including Target, Walmart, Amazon, Chick fil A, and Home Depot.
Others like Costco, Apple, Ben and Jerry’s, Delta, Kroger, and Starbucks are more often seen as staying consistent over time.
For skate brands, it all comes down to trust and consistency.
The audience is paying attention year round, not just during Pride Month. It is not only about one campaign, but about whether the community feels seen all the time.
RELATED: Jackass Crew Celebrates LGBTQIA+ Pride, Love & Inclusion at the WeHo Pride Parade
