Navigating Corporate Support for Pride Amidst Backlash and Celebration

Some companies have shown consistent solidarity with the LGBTQ community and resistance to conservative steering efforts, while others engage in "rainbow capitalism." Despite the fact that much of this support still boils down to colors, it is significant in an era of genocidal rhetoric about a vulnerable minority. By standing up to such orchestrated abuse, even if just online, companies can send an implied message that no giant corporation would make explicit: "Fuck off, losers."