Texas grocery chain H-E-B has sparked expressions of divided views over its LGBTQ+ Pride theme.In recent months, the number of large U.S.
brands being targeted with boycott calls has grown dramatically, as a host of different companies unveil products supporting Pride Month, which takes place every June.
Companies supporting the LGBTQ+ outside of Pride Month have also faced backlash from conservatives.Bud Light was initially targeted in April for a small branded partnership it did with transgender influencer Dylan Mulvaney.
Retailer Target has also been the subject of calls for boycotts and has said it received bomb threats after introducing its 2023 line of Pride month merchandise.Despite such inclusive marketing and branding initiatives being commonplace among corporations for years, many have become engulfed in controversy in recent months.