On 5 July 2025, five activists, including Reya Wood and Monday-Malachi Rosenfeld, from the Youth Demand group were arrested after targeting a float belonging to US company Cisco during London’s Pride parade. The activists threw red paint over the Cisco float as it passed along Piccadilly, then glued themselves to the vehicle and sat in the road, chanting accusations that Cisco was complicit in genocide due to its technology partnership with the Israeli military. Police removed and arrested four from the float and detained a fifth member of the group in the crowd. Youth Demand called for a UK trade embargo on Israel and criticised Pride organisers for allowing sponsorship from companies with military ties to Israel.

The Business & Human Rights Resource Centre invited Cisco Systems to respond to the allegations; it did not.