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Macy’s Parade Shuns Boycott Demands From Anti-L.G.B.T.Q. Group

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An anti-L.G.B.T.Q. group is organizing a boycott of Macy’s Thanksgiving Day Parade over performances by nonbinary Broadway actors, in the latest attempt to force companies to reverse course on social issues that some far-right groups consider too liberal.

The parade’s response: march on. Similar campaigns have led brands including Budweiser and Target to cave to activists’ demands.

But the parade has long had close ties to Broadway, one of the most L.G.B.T.Q. friendly industries in the city. The group, which is called One Million Moms, says it has drawn about 33,000 signatures in support of its boycott.

But it appears to have overplayed its hand, said Scott Galloway, a professor of marketing at New York University Stern School of Business. “I think this is the easiest ‘no’ in the history of Macy’s,” Mr.

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