Business
Many Companies Lower Their Pride Visibility, Yet Continue Supporting LGBTQ+ Causes
As Pride Month progresses, many companies are choosing a quieter approach to their support of LGBTQ+ causes, particularly due to the upcoming presidential election and potential backlash from conservative customers. Tractor Supply has notably ended all spending related to diversity and environmental initiatives, including Pride sponsorships.
While some businesses are scaling back public displays, they continue to financially support LGBTQ+ causes. According to Gravity Research, 45% of Fortune 100 companies posted about Pride on social media this year, down from 51% last year.
Marketing strategies are shifting, with some companies opting to spread efforts throughout the year rather than focusing on June. Despite this, organizations like GLAAD report that donations and support have not declined. Target, for example, has adjusted its Pride collection availability and continues to support the community year-round, though the volume of negative feedback has decreased compared to the previous year.