As Pride month approaches, companies like Anheuser-Busch, Target, and North Face find themselves under attack from right-wing critics for their LGBTQ+-inclusive marketing initiatives. The once-quiet targeting of LGBTQ+ consumers by corporations now faces heightened blowback, thanks to the amplifying effects of social media and a politically charged climate. However, Pride organizers, media experts, and LGBTQ+ groups emphasize the importance of companies pushing back against this pressure and recognize the numerous benefits that arise from doing so.
According to Josh Coleman, president of Central Alabama Pride, there has been a noticeable hesitation from companies to engage in Pride celebrations that feature drag queens and all-ages events, attributing this reluctance to the prevalence of “Don’t Say Gay” laws, drag bans, and the accusatory rhetoric surrounding LGBTQ+ people and their allies supposedly targeting children. Katherine Sender, a media communications professor at Cornell University, points out that in the past, corporations could discreetly cater to LGBTQ+ consumers without much right-wing resistance. However, the advent of social media has allowed conservative pundits and hostile Republicans to swiftly highlight LGBTQ+-inclusive campaigns, potentially triggering widespread attention that might have gone unnoticed in the past.
Lisa Weser, a marketing communications professional, explains that companies are now facing concerns from both new and established allies regarding finding themselves in the midst of a culture war. Fear of seeming shallow and inadequate in their allyship has caused some brands to hesitate. On the other hand, anti-LGBTQ+ forces resort to violence and death threats against inclusive companies, making them increasingly reluctant to take a pro-LGBTQ+ stance. However, these attacks have had an unintended consequence — they have sparked a surge in community volunteers eager to support Pride events, ensuring they remain enjoyable and safe spaces for all.
Being an ally during this politically tumultuous time carries significance for both brands and consumers. Rana Reeves, a cultural communications expert, emphasizes that queer consumers take note of the allyship demonstrated by companies. This allyship fosters brand loyalty and paves the way for substantial societal change. Reeves suggests that companies can go beyond inclusive advertising and merchandise by supporting LGBTQ+ organizations that address critical issues such as homelessness and mental health. Lobbying for legislative changes also proves instrumental in effecting systemic transformations. Recent initiatives, like Bud Light’s donation to the National LGBT Chamber of Commerce’s Communities of Color Initiative, exemplify such efforts to uplift marginalized queer communities.
However, supporting LGBTQ+ causes can come with challenges. Hostile critics must be anticipated, and companies need to be prepared to defend their decisions. Pre-approved responses, authorized by top-level executives, should be ready for social media, press inquiries, and customer emails. It is crucial to communicate with employees, helping them understand the company’s pro-LGBTQ+ stance and equipping them with the necessary talking points to confidently address any backlash. Ensuring the safety, both physical and psychological, of collaborators and workers should also be prioritized, not allowing detractors to derail campaigns.
The North Face provides a notable example of a company standing up for its LGBTQ+ partners. By supporting drag queen Pattie Gonia and reaffirming its commitment to an inclusive outdoor industry, The North Face exemplifies how brands can protect and uplift the LGBTQ+ community. Conversely, Anheuser-Busch faced criticism for not defending transgender influencer Dylan Mulvaney when right-wing backlash targeted her collaboration with the beer brand. Jay Brown, senior vice president of programs, research, and training for the Human Rights Campaign, suggests that Anheuser-Busch release a statement supporting Mulvaney and transgender individuals, offer inclusion training to company executives, and listen to their LGBTQ+ employees.
Dr. Nika White, author of “Inclusion Uncomplicated: A Transformative Guide to Simplify DEI,” emphasizes that companies risk credibility and potential reputation damage by reneging on their support for the LGBTQ+ community. While right-wing threats and criticism may appear prominent, recent polls indicate that a significant majority of non-LGBTQ+ Americans believe companies should publicly support the queer community through inclusive policies, advertising, and sponsorships. Supporting the LGBTQ+ community not only aligns with the values of younger generations but also presents a valuable investment in the future. Studies show that a substantial percentage of consumers aged 18-34 are more likely to purchase from companies supporting LGBTQ+ rights beyond Pride Month. These demographic shifts will drive cultural change long after the parades conclude, underscoring the lasting impact of inclusive initiatives.