Pride Month is looking very beige this year

Pride Month is looking different this year as corporate brands are scaling back their support due to the current political climate. For years, big brands and retailers have shown symbolic support for the LGBTQ+ community through social media, merchandise, and event sponsorships. However, the Trump administration's hostility towards diversity, particularly towards the trans community, has led to a decrease in corporate Pride participation. A poll found that 39% of companies plan to reduce Pride-related engagement, and 65% are preparing for potential backlash. Anecdotal evidence shows that brands like Mastercard and Nissan are no longer sponsoring the New York City Pride March, leading to a budget shortfall. Brands like BMW and NFL teams are no longer adding rainbow visuals to their logos, and Target's Pride collection has been called bland and defensive. A leaked message from BarkBox showed the company pausing promotion of its Pride Collection, citing concerns about unintentionally sending a message that they're not for a large portion of their audience. While some brands are still showing support, others are being criticized for their superficial efforts, with many believing that their support is primarily driven by profit motives. A few brands, like Mac cosmetics and Levi's, are being praised for their positive and productive campaigns, making their efforts look more sincere in comparison.