Shifts in Support for Pride Month
It seems that the excitement for Pride Month among American businesses is starting to fade.
However, it’s not just business leaders who are pulling back from public displays of Pride. Ordinary individuals are also stepping back from wholeheartedly supporting the agendas of LGBT groups.
The campaign we’re championing highlights powerful testimonies from people who have stepped away from homosexual behavior and identity.
A significant number of individuals who once identified as gay, lesbian, or transgender have chosen to redefine their identities. In some cases, they’ve completely re-evaluated their past actions, thoughts, and political beliefs. These courageous people continue to hold a sense of pride.
The Shift in Public Perception
If you think that the number of pride-themed advertisements has dropped since 2023, you’re probably right. A recent study revealed that 43% of Fortune 1000 companies have reduced their external support for Pride Month as of 2025. Social media, which was once buzzing with rainbow-themed branding, has seen a noticeable decline in activity this year. Gone are the cringe-worthy appearances by non-binary influencers pushing products. Clearly, the business sector is responding to a shift in public sentiment.
A recent survey shows that nearly 60% of Americans believe businesses should remain neutral regarding political and social matters.
At the same time, many are starting to question the objectives and methods of LGBT organizations. There’s an increasing recognition of the potential costs of these ideologies, especially when it clashes with core values surrounding faith, family, and biological realities. The sight of parents losing custody of their children because they didn’t conform to their child’s “gender identity” has sparked disgust among many. In fact, when J.K. Rowling stands up to trans activists online, the average person seems to cheer her on.
Revisiting Obergefell
The 2015 Obergefell v. Hodges decision, which legalized same-sex marriage, has inadvertently opened the door to more controversial issues such as transgenderism in schools and drag queen story time. Consequently, the public is reconsidering its allegiance to policies like gender-neutral marriage. According to a Gallup poll, support for same-sex marriage has dipped to 68% in 2025, down from 71% the previous year. Among Republicans, support has plummeted even further—from 55% to just 41% over the last three years.
What’s fascinating is the emergence of a group that the Ruth Institute refers to as “the ones who left pride.” Often labeled “ex-gays,” many do not identify with this term. Some call themselves “formerly gay,” while others prefer terms like “The Overcome” or simply “people removed from LGBT identity.”
For a large number of them, “gay” isn’t an identity label they choose to accept. They see terms like “same-sex attracted” as describing temporary attributes rather than permanent identities. Hence, they’d rather not refer to themselves as “ex-gay.”
Transformation Stories
This is why at the Ruth Institute, we prefer the phrase “people who’ve left pride.” Our campaign, “Leave Your Pride Behind,” shares powerful personal stories from individuals who no longer identify with their past homosexual behavior. These stories encompass themes of transformation, healing, and faith, challenging the widespread belief that sexual orientation and gender identity are fixed traits that require celebration.
These individuals have not only stepped away from an identity; they’ve taken accountability for their lives, admitting they were on a path they didn’t want to be on. They now say, “I’m ready to take responsibility for my choices.” They’ve faced ridicule and betrayal from those they once considered friends.
It’s noteworthy that many of those who left their pride also shed various kinds of psychological baggage. They’ve addressed mistakes they’ve made in the past, let go of shame, and sought reconciliation in deeply confusing situations.
Ultimately, they have found peace in their lives.
The Official Narrative
The LGBT political establishment often refuses to acknowledge the existence of these individuals. According to the “official voice” of the LGBT community, no one can truly change their sexual orientation. Those who claim to have changed are viewed as self-deceptive and are considered likely to revert to their “true” identities eventually.
This dismissal of dissenting voices is not only irresponsible but also reflects a narrow-minded approach. If companies can step back from their public displays of pride, perhaps individuals can as well. Personally, I hold a great deal of respect for those who have bravely chosen to leave their pride behind.
We encourage everyone to explore the stories shared by the Ruth Institute, and discern for yourself their authenticity. Are these individuals truly misleading, or are they simply being honest? I believe they are brave individuals who deserve our respect.
