With DEI initiatives firmly in the crosshairs of the Trump administration, many large corporations that were once so quick to celebrate June as Pride month have quietly ditched their public support for LGBTQI+ rights even faster.
It used to be common for companies to emblazon their social media accounts with rainbow-themed versions of their logo, but in 2025, the same big businesses that were so vocal about supporting Pride initiatives have fallen silent.
The controversial post that sparked a social media backlash.
That’s certainly true for big international airlines in the United States, which were falling over themselves to show their support for Pride until very recently (critics might argue they were just chasing the so-called ‘Pink Dollar’).
In 2025, the social media accounts of American Airlines, Delta, and United make no mention or reference to Pride, even if these airlines do still support LGBTQ+ initiatives (Alaska and United are still sponsors of San Francisco’s Pride parade even as other big name corporations drop their support).
German flag carrier Lufthansa doesn’t seem too concerned that supporting LGBTQ+ rights is no longer fashionable… at least not in Trump’s America.
On June 2, the airline posted a photo of a pilot waving a Pride rainbow flag out the window of a cockpit, captioned with the words: “Carried with pride, waved with passion. We will always spread the love, across borders, screens, and the skies.”
Lufthansa has been quick to respond to critics.
It seemed like a pretty inoffensive and inspiring message that didn’t directly reference LGBTQ+ rights, but it didn’t take long for Lufthansa’s Facebook page to be deluged with homophobic comments.
But it looks like Lufthansa knew exactly what it was getting itself into, and its social media team quickly fired back at critics with sassy replies that shut down the hateful comments without censoring them or turning off the comment feature altogether.
“Thank you for you for giving me a reason not to be a Lufthansa passenger,” one person wrote underneath the post. Lufthansa clapped back with: “You’re welcome to join us on board whenever rainbows are not scary to you anymore!”
While one person inferred that inclusivity was a safety issue, saying: “That could actually affect the flight of the plane. I’ll take the bus.”
Lufthansa was not having any of it, though, relying: “It is a disappointment that we are losing you as a customer for this reason, but we stand by our values.”
Another referenced DEI, saying: “Never flying on a plane with one of them pilots. You know they are a DEI hire. I’m not testing fate for their delusional world.”
Again, Lufthansa stood firm: “Sorry to see you go but we stand by our values and will continue to implement DEI.”
Many responses to the post have, however, been positive, and some fans have pointed out that the response has proved exactly why, even in 2025, Pride is still needed.
June has traditionally been recognized as Pride Month to mark the Stonewall riots that occurred in late June 1969. Since then, several US presidents have issued proclamations, declaring June as the month of Pride, but White House press secretary Karoline Leavitt said earlier this week that President Trump has no plans to issue a similar proclamation this year.
Trump was, however, the first Republican President to acknowledge LGBT Pride Month back in 2019 when he Tweeted a message in support of the commemoration.
A third day of protests against immigration raids was expected to take place in the Los Angeles area on Sunday, hours after President Trump took the extraordinary action of ordering at least 2,000 National Guard members to assist immigration agents clashing with demonstrators.
The announcement by Mr. Trump — who said that any protest or act of violence that impeded officials would be considered a “form of rebellion” — was an escalation that put Los Angeles squarely at the center of tensions over his administration’s immigration crackdown and made rare use of federal powers to bypass the authority of California’s governor, Gavin Newsom.
Mr. Trump issued the order on Saturday as law enforcement officers faced off with hundreds of protesters for a second consecutive day in the Los Angeles area, in some cases using rubber bullets and flash-bang grenades. Mr. Newsom described Mr. Trump’s order as “purposefully inflammatory,” saying that the federal government was mobilizing the National Guard “not because there is a shortage of law enforcement, but because they want a spectacle.”
Confrontations broke out on Saturday near a Home Depot in the heavily Latino city of Paramount, south of Los Angeles, where federal agents were staging at a Department of Homeland Security office nearby.
Agents unleashed tear gas, flash-bang explosives and pepper balls, and protesters hurled rocks and cement at Border Patrol vehicles. Smoke wafted from small piles of burning refuse in the streets.
Tensions were high after a series of sweeps by immigration authorities the previous day, including in LA’s fashion district and at a Home Depot, as the weeklong tally of immigrant arrests in the city climbed past 100. A prominent union leader was arrested while protesting and accused of impeding law enforcement.
The National Guard has not yet been deployed to the sites of any protests in Los Angeles County, according to its sheriff’s department. “We were told that the National Guard had been deployed, however they are not on the scene or the ground yet,” Deputy Sheriff Tracy Koerner said around 1:45 a.m. local time. Earlier Sunday, Mayor Karen Bass said the National Guard had not been deployed in the city limits.
The Los Angeles Police Department said at midnight that it detained “multiple” people who breached an area near the city’s Metropolitan Detention Center where the agency had declared an “unlawful assembly.” “Those detained will be arrested and booked for failing to disperse,” the force said on social media. Earlier, police said a section of Alameda Street was closed to all vehicle and pedestrian traffic.
The cult is celebrating on X, with some calling for the use of “live rounds” on protesters. Trump’s post below came at 2:41am, presumably upon his return from a UFC match where he was seated with Mike Tyson.
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emptywheel (check)
@emptywheel
SEIU CA President David Huerta was assaulted and arrested for peaceful protest. The injuries the assault caused required hospital care.
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JD Vance
@JDVance
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Replying to @JDVance
For the far left rioters, some helpful advice; peaceful protest is good. Rioting and obstructing justice is not.
Deploying troops to communities already under pressure is not leadership—it’s provocation. The Trump Administration is weaponizing fear to divide and destabilize. We will not be silent. We stand with those targeted and terrorized. We fight for justice. Always.
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Gavin Newsom
@GavinNewsom
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The federal government is taking over the California National Guard and deploying 2,000 soldiers in Los Angeles — not because there is a shortage of law enforcement, but because they want a spectacle. Don’t give them one.
Brian Allen
@allenanalysis
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In case you were wondering what sparked the LA standoff between protesters and federal agents, this is it. Immigrants showed up for routine ICE check-ins and were detained on the spot. Hauled into the basement. Held overnight like fugitives. No warning. No due process. Just snatched. “Land of the free,” right?
Republicans against Trump
@RpsAgainstTrump
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During his first term, Trump asked Defense Secretary Mark Esper to shoot protesters. Esper refused. Now he has Pete Hegseth. God help us all
JD Vance now wants to use the chaos ICE is causing in Los Angeles as pretext to pressure politicians to pass the Republican budget bill that will saddle Americans with trillions of dollars of debt, skyrocket the deficit, take away people’s healthcare, and give massive tax breaks to the wealthy.
Jo
@JoJoFromJerz
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Weird how he didn’t call up the National Guard on January 6th.
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Crooks and Liars
@crooksandliars
Trump sends in his brown shirts to cause disruption so he can use the insurrection act or whatever fucked rational he comes up with to send in the the National G. Mussolini gives a thumbs up in his grave.
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MeidasTouch
@MeidasTouch
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Trump lit the match, poured the gasoline, and now wants to use the blaze he is creating as pretext to burn it all down.
A powder keg is about to explode: With masks to hide their identity, this is what a Nazi takeover of the streets of Los Angeles looks like. Trump’s cosplaying ICE Gestapo is carrying out a lawless assault against one of the most diverse cities in America.
I was told ICE was going to arrest gangsters and mobsters. But all I see is fat white guys in cosplay doin jobsite raids, school raids, and arresting mothers with kids who are applying for citizenship.
Ask yourself why ICE is conducting raids in cities like LA and Chicago, where they face strong opposition, while massive agribusinesses in places like Kristi Noem’s South Dakota remain untouched.
Your boss pardoned cop beaters at the January 6th riot
CBP
@CBP
Let this be clear: Anyone who assaults or impedes a federal law enforcement officer or agent in the performance of their duties will be arrested and swiftly prosecuted to the fullest extent of the law. Attack a cop, and life long consequences will follow!
This guy is living out his camo fantasy right now like it’s a game. Disgusting.
Acyn
@Acyn
Tom Homan: We are making Los Angeles safer. Mayor Bass should be thanking us. She says they are going to mobilize—guess what? We are already mobilizing. We are going to bring the National Guard in tonight
President Obama deported 3 million people and managed to do so without using stormtroopers and the National Guard. Like everything else, Obama was better at that too.
Trump is sending in highly visible and armored ICE agents to LA and other big cities. He’s deliberately creating conflict so he can federalize the National Guard to go in and start hurting American citizens. That’s the end game.
The person most responsible for the chaos and violence in southern California right now is @StephenM – who screamed at and fired ICE officials for not making 3,000 arrests per day Now he’s put ICE agents, police officers, protesters, immigrants, and innocent bystanders at riskShow more
It’s even worse than just “capturing them at court dates”…they are dropping charges against the people for the sole purpose of arresting and deporting them as they are leaving the courthouse, It’s underhanded bullshit.
TACO will declare a national emergency and then suspend Habeas Corpus and initiate mass arrests. The captured true American Patriots protesting the Dear TACO will be sent to concentration camps. Who will stop him? More court orders.
Legal or not, it’s going to take an escalation by the Mayor or Governor, telling their officers to arrest and detain ICE members for trespassing and kidnapping, to attempt to end this. Governor could just tell the National Guard to disobey. It’s going to take open defiance by those with the power to smack down these fascists who think they have all the power.
With DEI initiatives firmly in the crosshairs of the Trump administration, many large corporations that were once so quick to celebrate June as Pride month have quietly ditched their public support for LGBTQI+ rights even faster.
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