Woke Brands Back Off Pride Month as American Fury Grows

Jun 5, 2023 by

by Suzanne Bowdey, Washington Stand:

For most CEOs, Pride Month couldn’t have come at a more inopportune time. As companies like Target, Bud Light, and others desperately try to control the flames burning down their brands, this annual test of LGBT loyalty is putting most businesses in a position they’d rather not be in: outraging an already agitated consumer base or ticking off the lobby they’ve worked two decades to appease. Faced with the choice of becoming unprofitable or politically unacceptable, what will the big companies do?

Already, Newsweek is pointing out the surprising hesitancy of otherwise woke brands to go all in on June 1. After plastering the rainbow and progress flags across their platforms last year, North Face, Lego, and Miller Lite were unusually quiet on the social media front this time. “Other brands — such as Target, Bud Light and Adidas — have yet to post, despite doing so in June of last year,” reporter Aleks Phillips points out. Not surprisingly, all three are facing blistering criticism after either replacing women with trans-identifying men or aggressively marketing gender confusion to kids. “Of the accounts reviewed by Newsweek, only Kohl’s and PetSmart had defied critics so far in posting Pride Month content.”

“They’re feeling the pinch,” Family Research Council President Tony Perkins acknowledged on “Washington Watch.” Target and Bud Light are significantly cratering, with Anheuser-Busch scraping and clawing for any idea that would bring them back to solvency. Target CEO Brian Cornell, who bragged that the stores’ controversial “tuck-friendly” swimwear and other trans merchandise was “great for our brand,” is eating those words this week after their stock was officially downgraded by JP Morgan after an astonishing $12.4 billion in losses. “I really think we should help them out and downgrade [the stock] even further by refusing to shop there,” Perkins insisted.

“I do think we’re at a tipping point,” he said to Dr. Albert Mohler, president of Southern Baptist Theological Seminary, on Thursday. “It’s one thing to push the whole LGB [agenda],” Perkins insisted, “But this transgender thing … [is] a bridge too far. … [Americans are] seeing their children and grandchildren transformed by this ideology. And it’s frightening. … And when you have corporate America jumping on the bandwagon, pushing this, and it’s in your face at every turn, [then this becomes] a different moment.”

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