Pride becomes a minefield for big U.S. companies, but many continue their support

– all of which said they have been supporting Pride events for decades and aren’t hesitating to back them again this year., another major Pride sponsor, told The Associated Press that although the company has received some negative reactions to its Pride merchandise, the company is “very careful about how we put out this product that we select and how we position it on website and in stores” and doesn’t plan to remove any of it.

“For every one customer knocking the display over, there are 10 who love it, and they are going to vote with their feet,” said Allen Adamson, co-founder and managing partner of marketing firm Metaforce. The backlash comes amid a furious and fast-spreading debate over the rights of transgender people. At least 17 states have enacted laws restricting or banning gender-affirming care for minors, most since the start of this year.“I had a sponsor last night say their CEO is skittish about getting political,” said Fernando Lopez, executive director of San Diego Pride. “The fact that they’re even having that conversation is disheartening at best.

The backlash has produced real consequences. In the month ending May 13, Bud Light’s U.S. sales were down 23 per cent, according to Bump Williams Consulting. Target’s shares have plunged 20 per cent since mid-May, wiping away $15-billion in market value, although that’s partly due to investor concerns about inflation’s impact on shoppers.

“In the end, human rights will win out,” Ford said. “And we’re going to remember: Did you shirk and disappear on us or did you step forward and say, `Even if it’s unpopular with a segment of the country, this is the right thing to do.”' Some Pride organizations had already distanced themselves from Bud Light because they felt it wasn’t doing enough to support the LGBTQ+ community beyond the street parties in June.

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