I can’t speak for everyone under the LGBTQ umbrella, but as a gay man I’m not alone in looking with skepticism at the corporate queerwashing that happens each June. In recent years it’s felt especially hollow, as if there was little substance behind the motions. Whereas first-movers - such as Absolut Vodka, with its promotions in gay magazines - stepped out from the crowd, attempts to affiliate with the LGBTQ market through Pride are now common.
A non-exhaustive list of current challenges encompasses everything from regional prohibitions on gender-affirming care, protests over teaching about sexuality and gender identity issues through drag showsand banning LGBTQ-related books in libraries and schools. The culmination of all this leads to a greater need for allyship and support than there has been in the past. Yet some corporate sponsors, amid vocal pushback from critics, aren’t using the opportunity to stand with the community.
On the heels of this, Target reported customer threats related to its sale of Pride merchandise that it said affected the safety and well-being of its employees. On May 24, it announced it would make “adjustments to our plans, including removing items that have been at the centre of the most significant confrontational behavior.”Even though Pride month has just started, marketing experts and advocacy groups have told media they expect dramatic pushback this Pride season.