Major Brands Silent About Pride Month After Backlash
Target, Bud Light and Adidas—have yet to post, despite doing so later in June last year. Of the accounts reviewed by Newsweek, only Kohl's and PetSmart had defied critics so far in posting Pride Month content.Companies are facing a rising tide of outrage over advertising campaigns that are viewed by some as appealing to progressive causes, and the calls for boycotts that many have faced in recent months speak to a wider culture war about the acceptance of LGBTQ+ individuals in public life.While experts have said such campaigns provide an opportunity for brands to appeal to consumers in new markets, critics have accused companies of alienating their traditional customer base.The varying social media output suggests some brands may be shying away from their prior support for LGBTQ+ causes amid the waves of backlash.
It comes after a leading brand strategist suggested to Newsweek that brands that stood their ground tended to fare better than those that bowed to pressure.On June 1, 2022, The North Face posted to Instagram that it was "proud" to be donating $100,000 to a group that organizes nature-based activities for LGBTQ+ youth.
While it has kept its Summer of Pride posts—which provoked criticism in May—it has yet to post a Pride message this year on social media.The outdoor clothing brand faced boycott calls in late May this year after launching its Pride Month campaign featuring Pattie Gonia, a drag queen.
