Consumer brands supporting Pride Month and selling pride-themed products are facing backlash and boycotts this year from right-wing figures, as well as LGBTQIA+ individuals.
The brands
Target pulled its pride merchandise last week after a few angry customers knocked over displays and threatened workers.
Bud Light put two of its execs—who were responsible for the brand’s ad partnership with transgender influencer—on leave. The tie-up resulted in a six-week sales decline, calls for boycotts, and a 23% drop in beer sales compared to the same period last year.
The North Face received a boycott call from Republican Marjorie Taylor Greene after announcing its pride campaign with drag queen Pattie Gonia. Even the fast food restaurant Chick-fil-A faced criticism for hiring a DEI (diversity, equity and inclusion) executive.
But
A survey by GLAAD in February showed that 75% of people who don’t identify as LGBTQIA+ were comfortable seeing people from the community in marketing campaigns.
While the brands' retracting their pride support may woo some conservative customers and groups, it does not sit well with the already marginalized LGBTQIA+ community.
Pride advocacy groups including GLAAD and GLSEN urged Target to return the pulled-back Pride Month products to its stores and website. Companies like Coors Light, Levi’s and Adidas continue to move forward with their Pride Month campaign plans, sponsoring events and featuring diverse models in their advertisements.