Despite facing backlash and boycott threats last year, some companies continue to support Pride Month, affirming their commitment to the LGBTQ community. These actions highlight the importance of inclusivity and representation in corporate culture, even in the face of adversity.

Bud Light, which was heavily criticized last year for its marketing partnership with transgender influencer Dylan Mulvaney, remains a sponsor for multiple Pride events, including Chicago Pride Fest, San Francisco Pride, Houston Pride, and Toronto Pride. Though it has shifted its social media focus to partnerships with the Ultimate Fighting Championship and MMA fighter Dustin Poirier, its ongoing support for Pride events demonstrates a sustained commitment to the LGBTQ community. 

Nike, previously targeted for featuring Mulvaney in a sports bra and leggings advertisement, has yet to post about Pride on Instagram this year. However, their “Be True” Pride merchandise continues to be available, signifying their ongoing dedication to the cause. Although the 2023 collection is still referenced on their website, this indicates a long-term commitment rather than a short-term marketing ploy.

Target, which faced significant backlash last year for its Pride merchandise collection, has chosen to scale back but not eliminate its offerings. The company has refrained from posting about Pride on its social media platforms but continues to sponsor significant events such as San Francisco Pride, Twin Cities Pride in Minneapolis, and New York City Pride. This selective approach balances supporting the community and managing external pressures.

The North Face, previously criticized for its “Summer of Pride” event series with drag queen Pattiegonia, made a celebratory Pride post on Instagram this year. Although it hasn’t announced a new event series or collection, this move signals ongoing support for LGBTQ visibility.

Even the U.S. Navy, which faced controversy last year for changing its Facebook profile and cover photos to rainbow colors, made a post celebrating Pride Month, demonstrating its commitment to inclusion despite past pushback.

BACKGROUND

Last year, many companies faced significant online criticism from conservatives for their support of the LGBTQ community. Bud Light's collaboration with Mulvaney sparked outrage and boycotts, notably from figures like Kid Rock. Anheuser-Busch CEO Brendan Whitworth clarified the company’s stance, which unintentionally led to accusations of abandonment from Mulvaney. Despite the sales impact, Bud Light’s sustained support for Pride events showcases resilience and commitment.

Other companies, including Kohl’s, Target, Major League Baseball, and NASCAR, also encountered backlash but have continued to support Pride in various ways. False claims about products, such as Target's “tuck-friendly” swimsuits, fueled the controversy, yet these brands have persisted in their advocacy.

ONGOING SUPPORT

Bud Light’s sponsorship of several Pride events illustrates its ongoing dedication to the LGBTQ community. Target's presence at major Pride celebrations reflects a commitment to inclusivity, even amid scaled-back merchandise offerings. Companies like Kohl’s have unveiled new Pride merchandise lines and actively posted on social media to celebrate the month.

SURPRISING FACT

Despite scaling back its Pride Month merchandise, Target remains a key supporter of major Pride events, ensuring representation and visibility. Their decision to focus on select stores for adult apparel and home goods underscores a strategic yet supportive approach.

BIG NUMBER

$3.9 trillion. This is the estimated annual purchasing power of the LGBTQ community, according to corporate advisory firm LGBT Capital, with the United States contributing approximately $1.1 billion. This significant economic influence underscores the importance of supporting and acknowledging the LGBTQ community in corporate strategies.