Why are we doing this?
This year’s Pride season started with controversy and scandals. Bud Light collaborated with the transgender social media star Dylan Mulvaney, backed off after criticism, released a patriotic ad as an “apology” — and ended up alienating both queer and conservative customers. Roughly at the same time, Target had to put merch stands at the back of the stores and remove certain items to protect their employees from threats and harassment.
Although Target’s safety concerns are understandable, both brands still showed cowardice. Even worse, Bud Light’s “apology” was an attempt to win back their mostly conservative customer base. This implies that the company perceived Pride Month not as an opportunity to showcase brand values or, you know, actually contribute to the queer community — but only as a way to earn off a wider demographic.