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Pride

After last year's Pride backlash, many brands back away from trans-inclusive campaigns

by Savannah Maher
Jun 10, 2024
After a period in which companies tried to stand out with progressive messages, experts see brands proceeding with caution this year.
Pride Month items on display at a Target store in 2023. Following the backlash, Target's 2024 collection will not feature items for children.
Brandon Bell/Getty Images
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LGBT support makes good economic sense

by Sabri Ben-Achour and Erika Soderstrom
Jun 29, 2023
According to research, when it comes to LGBT rights, "being a little bit more legally inclusive was worth roughly $2,000 in GDP per capita," said economics professor Lee Badgett.
Economics professor, Lee Badgett, explains how more LGBT inclusion can help the economy.
(Angela Weiss/AFP)
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For brands facing transphobic backlash, walking back inclusive campaigns may be "shortsighted"

by Savannah Maher
Jun 16, 2023
Target and Bud Light bowed to pressure for supporting LGBTQ people, but now many of those shoppers may take their money elsewhere.
A customer browses Pride Month accessories at a Target store on June 6. Following a backlash, the company pulled some products catering to LGBTQ shoppers.
Brandon Bell/Getty Images
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Tennessee’s new anti-drag law comes with economic costs

by Dylan Miettinen
Mar 31, 2023
The bill’s vague language is making drag queens, businesses and festivals apprehensive about future performances.
“Our performers don't perform or do anything that's considered lewd or obscene," said Josh Cloud, owner of the Big Drag Bus. "But the definition of obscene or lewd is up for debate.”
Courtesy Tyler Shields
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How LGBTQ-owned businesses are celebrating Pride Month

by David Brancaccio and Erika Soderstrom
Jun 28, 2022
Evie Smith Hatmaker, founder and CEO of the PR firm Rebellious, on the importance of supporting LGBTQ-owned businesses.
Rebellious founder and CEO Evie Smith Hatmaker (left) sharing a laugh with team members from the PR agency, Abigail Idiaquez (right) and Stephanie Guenther on a retreat.
Courtesy Evie Smith Hatmaker
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Pride Month is a big deal for companies. Are values and actions actually aligned?

by David Brancaccio , Meredith Garretson and Erika Soderstrom
Jun 8, 2022
"Previously, it was about profit," says marketing specialist Andrew Isen. He believes that's changed.
A man walks on steps covered in rainbow colors for Pride Month at Franklin D. Roosevelt Four Freedoms Park in New York City.
JOHANNES EISELE/AFP via Getty Images
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The colorful history — and precarious future — of rainbow washing

by Dylan Miettinen
Jun 28, 2021
What started as niche marketing by a handful of companies has turned into a rainbow-ified corporate logo competition.
A handful of companies started advertising to queer markets in the 1980s and '90s. Several decades later, hundreds redesign their logos and sell rainbow merchandise for the month of June.
Leon Neal via Getty Images
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"Rainbow washing" during Pride hurts both brands and consumers

by David Brancaccio , Meredith Garretson and Rose Conlon
Jun 23, 2021
Simply attaching your brand to a rainbow flag but failing to take further action can have unintended negative results.
Timothy A. Clary/AFP via Getty Images
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