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It’s not just you—there are definitely fewer rainbow company logos on social media this year.
Pride Month is kicking off under a pall, as the rights and freedoms of LGBTQ+ communities are under attack in state legislatures across the country.
And given the recent high-profile conservative attacks against Bud Light and Target, it’s not surprising that rainbows are thin on the ground. The culture war has come for even performative marketing.
Some brands, including Walmart and North Face, have confirmed they’ll continue with Pride Month plans and won’t remove merchandise despite pressure to do so.
If anything, however, what used to be a casual nod to LGBTQ+ communities during the month of June carries much more impact now, demonstrating bravery on the part of companies being brave enough to use it. We found the few brands still willing to fly the rainbow flag in the face of potential backlash and boycotts—send us any others you see at eva.kis@adweek.com.
Major League Baseball
While the MLB is flying the flag, baseball has not been without controversy. The Los Angeles Dodgers’ Pride Night invite list has been culturally litigated all the way to the White House.
Celebrating community, pride, and love of baseball! #Pride pic.twitter.com/KevUC8fpdu
— MLB (@MLB) June 1, 2023
Major League Soccer
MLS is happy to celebrate #PrideMonth and support our lesbian, gay, bi, trans, and queer fans and community.
The beautiful game is for everyone. Happy Pride 🏳️🌈🏳️⚧️ pic.twitter.com/AHECkfKksT
— Major League Soccer (@MLS) June 1, 2023
