Taking a Cultural Temperature Check During Pride Season

Reports 28 May 2025

Canada’s Pride Season (June-September) is on. For brands, it’s high stakes: a chance to help foster real cultural impact, or face public skepticism, or even be cancelled. 

Despite members of the 2SLGBTQIA+ community having some of the most robust legal protections in the world, the world is changing. And those changes are being felt in poignant ways that will affect the position around Pride this year. 

In this report, we give context to the past and current experiences of the 2SLGBTQIA+ community in Canada to inform how brands should consider Pride Season 2025. 

While the implications within this report are meant to guide brands operating in Canada, global news and conversations influence the cultural temperature at large. 

The considerations within review: 

• The historical context of how Pride began
• Considerations for what Pride means in Canada today
• The parameters for brands to have a meaningful impact

You can read the entire document here👇

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