Pride Under Pressure: Why Supporting Trans Lives Can’t Wait

Let’s be real: Pride isn’t passive—and it’s definitely not a sales event. It’s protest. It’s power. It’s protection. And in 2025, under a second Trump administration, it’s never been more urgent to remember exactly what we’re fighting for.

Within weeks of returning to office, President Trump signed executive orders that aggressively rolled back rights for Trans Americans. 

• Executive Order 14168 removed federal recognition of gender identity, mandating that all government agencies define sex as binary and fixed at birth. 

• Executive Order 14201 banned trans women from participating in women’s sports, threatening schools with defunding if they refused to comply. 

• Federal support for gender-affirming care was rescinded, especially for minors, with new HHS reports promoting behavioral therapy over medically recognized care. Even public access to gendered spaces is being dictated by “biological sex” as assigned at birth.

We are witnessing a federally sanctioned erasure of trans lives. But this didn’t come out of nowhere. The Trump playbook on LGBTQ+ rights was written years ago. During his first term, his administration he:

• Banned trans people from serving openly in the military

• Allowed religiously affiliated foster care and adoption agencies to turn away LGBTQ+ parents

• Defended rules allowing healthcare discrimination against LGBTQ+ individuals

• Opposed the Equality Act which would have provided federal nondiscrimination protections

These actions weren’t isolated—they were part of a broader strategy to strip queer people, especially trans folks, of rights, visibility, and protections. And now in 2025, that strategy is back, more aggressive and emboldened.

That is part of the reason why we need to be especially discerning this year. Support authentically allied and queer-owned businesses, not those using our identity as a temporary marketing ploy.

"Pride is 365 days of action. And right now, action means amplifying trans voices..."

We know how common it is for brands to slap a rainbow on their logo in June, post a few affirmations, and call it allyship. According to a 2023 GLAAD x Edelman Trust Barometer, 66% of LGBTQ+ people believe companies only support during Pride Month for profit or positive publicity. Another Statista study showed that nearly 50% of U.S. consumers believe most Pride campaigns are inauthentic. 

Pure for Men believes wellness begins with being seen, supported, and empowered. That’s why we show up—loudly and proudly—for our trans and non-binary family. Not just in June. Not just when it’s easy. Always.

Pride is 365 days of action. And right now, action means amplifying trans voices, funding life-saving care, and building inclusive spaces at every level—through our products, our platforms, and our purpose.

This Pride Month and all year long, Pure for Men is donating a portion of sales to Trans Organizations, helping fuel vital programs in healthcare, legal aid, and community support. We’re proud to sponsor two incredible organizations making real change for the trans community—by focusing on what matters most: access to healthcare and support.

• TS Madison Starter House: The TS Madison Starter House provides safe, affirming housing for formerly incarcerated Black trans women in Atlanta. It offers support services like therapy, healthcare, and entrepreneurship training to promote independence and healing.

• ASHwell Austin: ASHwell is a queer- and trans-centered health clinic in Austin offering gender-affirming care, hormone therapy, and HIV prevention. Through their Care for All Fund, they ensure low-cost or free access to essential services regardless of insurance status.

We understand that not everyone has the luxury to speak up right now, especially those most vulnerable. That’s why it’s even more crucial for brands, creators, and allies with platforms to do the heavy lifting: sharing resources, amplifying trans voices, and funding the protest. So this year, we’re asking you to pause the playtime—and prioritize the fight.

Join us in pushing back, speaking out, and showing up. Because LGBTQ+ lives aren’t up for debate. They’re worthy of protection, celebration, and joy. So let’s make sure they get exactly that.