In recent years, Pride month has served as an opportunity for global brands to demonstrate their inclusivity – marching in parades, touting support for LGBTQ+ causes and blanketing merchandise in rainbow flags.
In the past, that’s led to concerns over “rainbow-washing”: corporations shrewdly supporting LGBTQ+ communities in more liberal territories for marketing purposes, without expending political or financial capital to stand by persecuted queer people around the world.
But the political environment in the US is shifting. Republican state legislatures are passing laws restricting LGBTQ+ rights and conservative media personalities are demonizing trans people. Some companies have faced a rightwing backlash over recent Pride promotions. After a promotional campaign with Dylan Mulvaney, a trans influencer, sparked a boycott of Bud Light, its parent company, Anheuser-Busch, put executives on leave and distanced itself from its own campaign. And last month, Target pulled some Pride-themed products off its shelves, saying customers had been threatening employees.
Will pressure from the right cause prominent US companies to back down, despite track records of support for Pride? Some brands have maintained a strong commitment to visibly supporting the cause, but others are celebrating more quietly than last year – for instance, sponsoring parades but ignoring Pride on their social media accounts. Here’s what we know about their plans for 2023.
Adidas
The company has already taken heat from the right this year over its choice of model for a traditionally feminine swimsuit. The swimsuit is included in the company’s 2023 Pride collection, in conjunction with the queer South African designer Rich Mnisi. Despite some furious anti-trans statements and calls for a boycott, the company has continued to promote the swimwear and, in a statement to USA Today, defended “a diverse line of models who bring the spirit of this collection to life”.
Amazon
The e-commerce site has participated in parades and concerts for Pride month. Last year, however, the Pride parade in its home town of Seattle cut ties over Amazon’s donations to politicians who have backed anti-LGBTQ+ legislation, according to Seattle Pride. The organization also opposed what it described as Amazon’s offer of $100,000 to get the parade named after itself. In response to a Guardian inquiry, the company said it had “nothing to share” on its plans for this year, though it is listed as a parade sponsor. Last year it posted Pride content on Instagram throughout the month of June. This year, as of 7 June, the company has no posts about Pride on its grid (although smaller accounts like Amazon Music have been posting Pride content).
Anheuser-Busch
The owner of Bud Light faced strong conservative backlash over its work with Mulvaney: sales fell 23% in the four weeks leading to mid-May. The company has backed away from the promotion, blaming it on an outside agency, and a pair of executives were put on leave in late April. In past years, Anheuser-Busch has touted its support for LGBTQ+ communities, partnering with LGBTQ+-owned businesses and promoting a rainbow-colored bottle. This year the company has yet to mention Pride on either the Budweiser or Bud Light Twitter accounts or Instagram grids. The company did not respond to a Guardian request for comment on its plans for Pride month, but it does appear to be quietly sponsoring some parades this year. It has also donated $200,000 to the National LGBT Chamber of Commerce amid criticism over its response to the boycott.
Apple
The tech company, which has had a robust presence at its local San Francisco Pride parade, also works with a number of LGBTQ+ organizations including the Human Rights Campaign, the National Center for Transgender Equality and the Trevor Project. For 2023, it is promoting a Pride-themed band for the Apple Watch, continuing a tradition of using Pride colors on the device that began in 2016 and was expanded with additional colors in 2021 to represent Black, Latino, trans and non-binary people.
Bank of America
The bank’s website has a detailed accounting of its support for LGBTQ+ rights, and it has sponsored several major Pride parades in the past. It continues with parade sponsorships this year and celebrated 1 June on Instagram.
Burger King
In 2021, the fast-food chain trolled Chick-fil-A, which has donated to organizations seen as anti-LGBTQ+, by promoting its plan to donate to the LGBTQ+ advocacy group the Human Rights Campaign for each chicken sandwich it sold. Last year, it faced anger from LGBTQ+ communities for ham-handed advertisements in Austria featuring Whoppers with “two equal buns” – either two top buns or two bottom buns on the same burger. This year, its plans are unclear; the company did not immediately respond to a request for comment.
Chick-fil-A
In a remarkable turn of events, the company that has long faced accusations of homophobia is now facing boycott threats for being too progressive. That’s because, on its website, it champions diversity, equity and inclusion (DEI) initiatives and has hired a DEI chief. “Chick-fil-A has gone woke,” tweeted the rightwinger Ian Miles Cheong. But neither the initiatives nor the position are new, as the New York Times pointed out. The company developed a conservative reputation over its donations to the Salvation Army and the Fellowship of Christian Athletes, which have voiced anti-gay views. In 2012, the company’s then CEO, Dan Cathy, expressed opposition to marriage equality.
Coca-Cola
The beverage company has sponsored major Pride parades and it continues to sell Pride-themed merchandise. It did not respond to a Guardian request for comment on its plans for this year, but it is listed as a sponsor of several parades.
Dick’s Sporting Goods
The Pennsylvania-based retailer appears to have big plans for Pride 2023, with a list of parades on its site. It’s also promoting a broad collection of Pride items.
Disney
The company has been embroiled since last year in a feud with Florida’s governor, Ron DeSantis, over the state’s “don’t say gay” law, which bars teaching about sexual orientation or gender identity from kindergarten to third grade. The company is also involved in a legal battle over control of its self-governing district, which the state sought to take over last year following Disney’s opposition to the “don’t say gay” measure. This year, it has a new Pride apparel collection and is planning two “Disneyland After Dark” Pride nights for the first time in June.
The tech company has held “virtual Pride parades”, which use smartphones and headsets to allow anyone to join a parade from wherever they are. It has also participated in and sponsored real-life ones, including this year. On 1 June, the main search site marked Pride with an article describing how the company is celebrating Pride, including highlighting certain apps and LGBTQ+ creators on YouTube.
JPMorgan Chase
The bank describes itself as a longstanding supporter of the community, providing large donations to pro-LGBTQ+ causes, sponsoring Pride parades and working with advocacy groups. Last year, however, Pride Northwest, which is behind the Portland event, cut ties to the bank over its financial support for politicians backing anti-LGBTQ+ causes. In a statement to the Guardian, the company highlighted its recently created office of LGBTQ+ affairs, “focused on driving equity and inclusion for LGBTQ+ employees, customers, clients and communities 365 days a year”.
Kohl’s
The department store is promoting Pride-themed clothing collections – and now faces a boycott akin to the backlash against Target, with opponents tweeting their fury about “Pride merch for babies”. Kohl’s did not reply to a request for comment, but as of Wednesday the items appeared to remain available, and on 1 June the company marked Pride month on its site and social media. Last year, Kohl’s was a “gold” level sponsor of the Pride parade in Milwaukee, where it is based, for the first time. It remains a gold sponsor this year.
Levi Strauss & Co
The San Francisco-based clothing company, which has participated in the city’s parade, has launched a Pride campaign and apparel line for this year. Asked whether rightwing pressure on other companies would affect the outfitter, a spokesperson said Levi’s was “continuing with its Pride collection and marketing as planned”.
Los Angeles Dodgers
The baseball team has already made a few swings and misses this year. Initially it planned to honor the Sisters of Perpetual Indulgence, a group of queer “nuns” that hold street drag shows and support charitable causes, at a game on 16 June. But when the Florida Republican senator Marco Rubio accused the group of being anti-Christian, the team rescinded its invitation – only to re-invite them amid anger from LGBTQ+ rights groups. The team apologized for the disinvitation. On 1 June, it marked Pride month on Instagram.
Mars
Company brands including M&Ms and Skittles have prominently supported LGBTQ+ rights in the past, including “lesbian” M&Ms celebrating marriage equality and colorless Skittles packaging with the slogan “only one rainbow matters”. This year, Skittles has new packaging designed by LGBTQ+ artists, with some proceeds going to the LGBTQ+ advocacy group Glaad, as they have in past years.
Maybelline
The makeup company is also dealing with calls for a boycott for working with Mulvaney, after she posted a video of herself using its products. The website of its parent company, L’Oréal, lists Pride plans and affiliations involving a number of its brands, including parade participation and partnerships with LGBTQ+ organizations. Maybelline itself featured drag performers on its Instagram to celebrate 1 June.
McDonald’s
The fast-food chain has participated in various LGBTQ+-themed promotions, including fries with a rainbow box. This year, it will sponsor several Pride parades, including in Los Angeles and Dallas.
Miller Lite
The Bud Light rival has a long history of support for LGBTQ+ causes and appears to be continuing with it this year. It touts “town halls” in various cities where bars serving the beer can work toward inclusivity and sponsors events including the Dallas Pride Miller Lite music festival. In a statement to the Guardian, Miller’s parent company, Molson Coors, said: “Everyone deserves to feel comfortable having a drink and being themselves. That’s why beer, wine and spirits companies like ours have supported Pride for decades, why we’ll do so in 2023 and why we’ll continue to do so for decades to come.”
NHL
Hockey teams have attempted to hold a number of Pride nights this year, only to see many players refuse to don Pride-themed jerseys. (In some cases, they may have had legal concerns given Russia’s anti-LGBTQ+ laws; 5% of the league’s players are Russian.) Last year, the league promoted Pride month celebrations; its plans for this year are unclear. As of 7 June, it had not tweeted about Pride; last year, it posted to celebrate on 1 June.
Nike
The athletic brand is continuing its Be True collection to mark Pride month.
North Face
Like Adidas, the North Face is dealing with conservative calls for a boycott, led by the far-right congresswoman Marjorie Taylor Greene. In this case, the anger followed an ad campaign featuring the drag queen Pattie Gonia for the brand’s Summer of Pride campaign, featuring outdoor workshops, as well as its collection of Pride merchandise. The company defended the campaign in a statement to Fox News, saying it has “always believed the outdoors should be a welcoming, equitable and safe place for all. We are honored and grateful to support partners like Pattie Gonia who help make this vision a reality.” As of 1 June, it also featured its “out in nature” campaign prominently on its website. Still, Fox reported that some items for children appeared to have been removed from the brand’s site.
PepsiCo
The beverage company has continued to broadcast its support for Pride online this year and is sponsoring the New York City Pride parade.
Starbucks
The coffee company highlights its work on behalf of LGBTQ+ rights extensively on its website, including a timeline of its “history of inclusion”. This year, it is sponsoring Pride parades including in Los Angeles and San Diego. Meanwhile, it’s facing boycott calls after airing an ad in India celebrating a young person’s transition. In a statement to the Guardian, the company said it “unequivocally support[s] the LGBTQIA2+ community” and would “continue to use our voice to advocate for greater understanding on the importance of inclusion and diversity across the communities we serve around the world”. The company has, however, been accused of failing to live up to its own standards when it comes to trans employees.
Target
The big-box retailer is offering an extensive Pride-themed apparel collection, but it has removed some items, citing threats to its employees. Experts have warned that the company’s decision could “embolden alt-right actors”, encouraging them to believe that threats and boycotts are effective. As of 1 June, it was promoting the Pride collection prominently on its website.
Donald Trump
The former president offered an array of LGBTQ+-themed merchandise in 2019, even as he barred trans troops from serving openly and sought to support companies seeking to skirt anti-discrimination laws. Believe it or not, this year there is no Pride merch available on his campaign site.
Walmart
Despite threats to its big-box competitor Target, Walmart says it is not changing its own Pride collection: “We have merchandise that we sell all year that supports different groups.” The company, which also promoted Pride month on its site and social media, says it has not faced threats of its own.
Wells Fargo
The bank proclaims its support for LGBTQ+ rights, calling itself an early leader in the movement. This year, it will “continue to honor and celebrate Pride Month by supporting local LGBTQ+ organizations in several cities across the country and hosting employee celebrations”, it said in a statement to the Guardian.
Yum! Brands
Last year, conservatives called for boycotts of Pizza Hut over its promotion of a picture book called Big Wig, which tells a story about drag performers. Its parent company, Yum! Brands, did not respond to a request for comment about its plans for this year. On 1 June, the company posted on Twitter to celebrate Pride.
