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Pride Month arrives and with it, the self-created problems of companies coloring themselves as allies.
June has arrived and the inevitable crush of rainbow colors is set to wash over us as companies make a bid to be seen as properly pandering in a virtue-activist fashion. However, a quick scan through social media brings about a surprise, of sorts. The palette adjustments to the corporate logos on the official accounts are not as prominent this year.
Now, clearly, this has to be viewed as a reaction to the various controversies that have reared up over just the past couple of months. We all know of the Bud Light fiasco, and currently, Target stores are also in the crossfire of the culture wars. The Los Angeles Dodgers, Kohls, and others have also seen their share of controversy.
Companies may finally be coming to a realization that entering into a public debate means a share of your desired customer base will reside on the opposing side. Huh, who would have guessed that lecturing and hectoring the public could be detrimental to attracting a wider spectrum of customers? (For clarity, we here at RedState guessed such.)
But, this is not to say that there are no companies participating this year, as the multi-hued logo transformations are still taking place, and it is leading to some revealing examples of hypocrisy. As is frequently found, this outward bold step to declare their support of the Pride movement finds most companies hedging with their boldness. While it is fashionable to do so in the North American marketplace, this does not always extend beyond our borders.
As is often the case, while the companies boast about their support, they are not as proud of their positions elsewhere. pic.twitter.com/HBWi1554Fx
— Lie-Able Sources (@LieAbleSources) June 2, 2023
Consider what this hesitancy means. What is the prevailing message in all of this display from any activist interest group? To “Raise Awareness,” right? Well, what we see taking place is companies taking the very safe route of broadcasting in the market where awareness has already been accepted. Yet overseas, where gay pride is not nearly as warmly taken in, we see silence from the companies that want to be seen as brave and supportive.
Automakers drive home the message here, but they steer clear in other markets.
— Lie-Able Sources (@LieAbleSources) June 2, 2023
Video game outfits display their pride, but they understand the message will not play elsewhere.
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— Lie-Able Sources (@LieAbleSources) June 2, 2023
A vodka maker will speak easy of its support here but gets shaken at the thought of serving up the message in foreign lands.
Airlines are free to lift up the pride across our map but elsewhere, they are the less-than-friendly skies for gay supporters.
— Lie-Able Sources (@LieAbleSources) June 2, 2023
Here is where messaging runs into a problem when it comes to pharmaceutical companies. It almost appears that internationally, they are not as interested in the health of the LGBT𝜋 community as they are here.
— Lie-Able Sources (@LieAbleSources) June 2, 2023
Possibly the biggest surprise in the corporate avoidance of the logo-support this month has been in entertainment. Very few studios are participating to this point — Disney being the most notable. (The studio has not altered any of its numerous social media account avatars.) One studio that has taken the step is Paramount, but as for the foreign markets. its mountain retains its Earth tones.
— Lie-Able Sources (@LieAbleSources) June 2, 2023
Yes, this is all frivolous and not the least bit important, but it is a revealing shift from the business community. We would like to think it is a sign that companies are having a dawning come over them and a message has been delivered: Please keep quiet about social issues and simply sell your products/services/entertainment. Maybe — just maybe — corporations are coming to the realization that there is not a pot of gold at the base of the rainbow.
