This year’s Pride Month is seeing a more subdued approach to marketing LGBTQ+ merchandise compared to previous years, possibly due to the current cultural and political climate. Retailers like Target and Nike have reduced their Pride-themed offerings, while some brands and influencers are reporting a decline in corporate partnerships. Despite this pullback, advocates see a silver lining in companies moving towards more enduring acts of allyship beyond one-month expressions of support.
Many big retailers have a history of putting out Pride collections, with some brands expanding their displays as LGBTQ+ rights progressed. Target faced backlash ahead of last year’s Pride Month, resulting in the removal of some items and a reduction in the number of stores carrying Pride merchandise this year. While some retailers like Macy’s, Walmart, Adidas, Converse, and Levi Strauss & Co. continue to offer Pride collections, marketing experts and advocates note a decrease in social media promotion of these products.
Members of the LGBTQ+ community who previously received work tied to Pride Month campaigns are experiencing a decline in demand for their services. While some see this as a positive shift towards normalizing LGBTQ+ identities, others like plus-size fashion blogger Alysse Dalessandro are struggling with the impact on their livelihood. Nonprofit advocacy group GLSEN has also noted a drop in revenue from Pride Month campaigns but acknowledges that some companies are doubling down on their commitment to promoting LGBTQ+ rights.
In addition to Pride Month, retailers are recognizing other heritage months with special merchandising and marketing campaigns. However, these efforts are also fading, with companies like H&M choosing not to commercialize Pride or other cultural months. Instead, H&M focuses on reaffirming its dedication to the LGBTQ+ community in other ways, such as participating in Pride marches globally and supporting organizations like The Trevor Project. Overall, the retail landscape during Pride Month reflects a shift towards more enduring acts of support and allyship for the LGBTQ+ community.
