Six weeks earlier, transgender influencer Dylan Mulvaney revealed on social media that Bud Light had sent her a commemorative can emblazoned with her picture. Target wound up removing certain items, to the dismay of LGBTQ+ supporters. But it recently found itself at the center of the bullseye when angry customers tipped over Pride displays and threatened staff in some stores. Target has long marketed to the LGBTQ+ community. “The fact that they’re even having that conversation is disheartening at best.” “I had a sponsor last night say their CEO is skittish about getting political,” said Fernando Lopez, executive director of San Diego Pride. That has left many companies feeling jittery. At least 17 states have enacted laws restricting or banning gender-affirming care for minors, most since the start of this year. The backlash comes amid a furious and fast-spreading debate over the rights of transgender people. This year, in May alone there were more than 15,000. In May and June of 2022, there were fewer than 400 posts calling for Pride-related boycotts, RILA said. That’s an abrupt change from last year, when a majority of negative social media posts were focused on brands being “inauthentic” and not truly supporting the LGBTQ population even as they expanded their offerings. Target said its focus is “moving forward with our continuing commitment to the LGBTQIA+ community.”ĭespite the corporate support, there are clouds hovering over the rainbow.Ī majority of negative social media posts about Pride this year are attacking companies for being “woke” and accusing them of sexualizing or grooming children, says RILA Global Consulting, which tracks more than 100 million websites and social media pages per day. “For every one customer knocking the display over, there are 10 who love it, and they are going to vote with their feet,” said Allen Adamson, co-founder and managing partner of marketing firm Metaforce.Īnheuser-Busch didn’t respond to questions from the AP about its Pride sponsorships. has more than 17 million LGBTQ+ people with more than $1 trillion in spending power. LGBT Capital, a U.K.-based investment company, estimates the U.S. The buying power of the LGBTQ+ community is likely too big for companies to ignore.
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