As Pride Month continues, some companies take a quieter stance
Share
We are well into Pride Month festivities, yet many can't help but notice that the colorful rainbow emblems that have taken over social media profiles seem harder to spot this year.
Pride Month celebrates the rise of the modern gay and trans movement after the 1969 police raid of New York’s Stonewall Inn.
While many consumers love to see their favorite brands championing LGBTQ+ rights and acceptance, it is clear when hallmarks only voice their support for performance or trend's sake.
Notably, those shying away from major Pride collections this year include giants like Target, which famously rolled back its celebratory lines in 2023 after conservative backlash.
As far back as the 80s, Bud Light brewers helped support Pride parades and even formed a partnership with the Gay & Lesbian Alliance Against Defamaton (GLAAD) in the 90s.
In 2023, the beer giant famously partnered with transgender influencer Dylan Mulvaney for a Pride Campaign. The collaboration was met with outrage from the right and anti-trans organizations. As a result, the company majorly withdrew its Pride support over the next few years.
LGBTQ+ organizations argue that federal policies and attacks under the Trump Administration have created a hostile climate: from shifts in DEI initiatives and gender ideology to funding cuts for LGBTQ+ health care
“We need and deserve leaders that treat everyone with dignity, give everyone the chance to thrive, and advance equality for all,” said HRC President Kelley Robinson, reflecting on the presidency in a press release.
“But the right wing, uninterested in and incapable of solving the issues that people are facing, has spent years trying to use LGBTQ+ people as a wedge, pouring millions into anti-trans attacks to scapegoat our community and bully our allies into silence.”
It seems brands are feeling the pressure to take a side. Still, there are many brands that refuse to back down in a time of such unpredictability.
Levi Strauss Co. made waves with its “Together, We Ride” collection, featuring denim, leather, and metal pieces, paying homage to queer motorcycle clubs, which served as strong community protectors. The company makes an annual $100,000 donation to Outright International.
Apparel brand Bombas is known for its flagship socks and its “One Purchased, One Donated” concept. Proceeds from the collection will go toward an organization focusing on LGBTQIA+ housing insecurity.
We couldn't forget about our furry friends! Along with their own Pride collection for fido, PetCo has partnered up with The Trevor Project, donating 10% of sales to LGBTQ+ youth in crisis.
Drag up your life with a beautifully curated box made by your favorite drag queens! Subscribe to Drag Society today.