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They Never Supported Us: Target And Bud Light Show Hypocrisy Of "Corporate Pride"
Even before Pride season has begun, evidence of corporations succumbing to far-right, anti-LGBTQ+ led boycotts is emerging. Bud Light, for instance, recently faced pressure after featuring transgender influencer Dylan Mulvaney on its cans. The simple act incited a boycott campaign by anti-LGBTQ+ conservative activists, including Matt Walsh. In response, Bud Light placed the executives responsible for the campaign on leave.
Following this, Target faced a similar situation when it displayed its annual Pride merchandise. Calls for boycotts from the same far-right influencers ensued. Videos emerged of individuals trampling on Pride displays in stores and harassing staff members. Target's reaction was to pull several Pride items and relegate Pride displays to less visible parts of its stores.
When these companies faced anti-LGBTQ+ hostility, they backed down with little resistance. This reveals the reason why transgender people have been wary about corporatization of Pride: if corporate advocacy consists merely of rainbows that disappear at the first gust of fascist wind, it amounts to net harm. That support was never truly there.
This is all happening against the backdrop of a broader cultural climate marked by over 530 bills directed at the transgender community, withholding of medication for transgender youth and adults, bans on books featuring LGBTQ+ characters, cancellations of Pride parades, travel warnings discouraging LGBTQ+ individuals from entering certain states, and arrests of transgender individuals in restrooms. The retreat of corporations from supporting the LGBTQ+ community, caving to anti-LGBTQ+ pressures, does more than fail to assist the community they professed to support when adversaries looked away. It actively damages the community by feeding a narrative that suggests LGBTQ+ individuals are not worth protecting.
Following this, Target faced a similar situation when it displayed its annual Pride merchandise. Calls for boycotts from the same far-right influencers ensued. Videos emerged of individuals trampling on Pride displays in stores and harassing staff members. Target's reaction was to pull several Pride items and relegate Pride displays to less visible parts of its stores.
When these companies faced anti-LGBTQ+ hostility, they backed down with little resistance. This reveals the reason why transgender people have been wary about corporatization of Pride: if corporate advocacy consists merely of rainbows that disappear at the first gust of fascist wind, it amounts to net harm. That support was never truly there.
This is all happening against the backdrop of a broader cultural climate marked by over 530 bills directed at the transgender community, withholding of medication for transgender youth and adults, bans on books featuring LGBTQ+ characters, cancellations of Pride parades, travel warnings discouraging LGBTQ+ individuals from entering certain states, and arrests of transgender individuals in restrooms. The retreat of corporations from supporting the LGBTQ+ community, caving to anti-LGBTQ+ pressures, does more than fail to assist the community they professed to support when adversaries looked away. It actively damages the community by feeding a narrative that suggests LGBTQ+ individuals are not worth protecting.
https://www.erininthemorning.com/p/they-never-supported-us-target-and
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