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"subkind": null, "framework": null }, "subkind": "primary", "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 14:08:33+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd951-f383-712f-84cd-712eeee4d5e0", "parentComponentId": null }, { "bbox": { "h": 0.55, "w": 0.21, "x": 0.745, "y": 0.265 }, "kind": "paragraph", "text": "Close to one in five (17% on average across 26 countries) of Gen X** men, followed by 16% of Gen Z men, 15% of Millennial men and 12% of Boomer men 12%) strongly oppose this marketing move, that's compared to 10% of Millennial women, 9% of both Gen X and Boomer women and 7% of Gen Z women. Where next? Over the past few years many private businesses in Western countries chose to take very public stances on everything from racism to homophobia. There's now a chill in the air. Some companies have scaled back, or completely scrapped, DEI programs, including Pride events this year. Business leaders in 2025 have to make tough calls every day, including on DEI issues and initiatives. 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So, what should businesses do? For one, looking past the noise and to the data can help guide the way. While social media and tabloid news outlets can make it seem like there has been a large 'wokelash' against all Pride marketing the reality is more nuanced. Support has dropped for companies/brands actively promoting equality for LGBT people, but opposition has stayed relatively steady, with only 12% now saying they're strongly opposed and just over one-third (36%) neither supporting nor opposing these marketing efforts. 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Four years ago, almost half (49% on average across 23 countries*) said they supported companies/brands actively promoting equality for LGBT people. By 2024, that support had fallen five points to 44% and has now dipped year-over-year to 41% (with 23% currently opposed). Those in favor of more LGBT characters on TV, in films and in advertising also fell, from 36% in 2021 to 29% in 2025. 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