Brands Embracing Pride Month Confront a Volatile Political Climate

THE NEW YORK TIMES: Target became the latest company to adjust plans for marketing supportive of the L.G.B.T.Q. community after it faced backlash from some customers.

For years, Pride Month, the annual celebration for L.G.B.T.Q. Americans, has afforded companies a marketing opportunity to tap into the buying power of a group with growing financial, political and social clout.

Yet, while these efforts have always faced some opposition, brands and marketers say the country’s current political environment — especially around transgender issues — has made this year’s campaigns more complicated. This week Target became the latest company to rethink its approach after facing criticism for its Pride collection, which included clothes and books for children that drew outrage from some on the right.

The retailer moved its Pride displays — including rainbow-striped collared shirts, yellow hoodies reading “Not a Phase” and baby clothing and accessories — from the entrances of some Target stores around the country and placed them in the back. » | Jordyn Holman and Julie Creswell | Thursday, May 25, 2023