State legislatures across the US continue to see a significant increase in anti-LGBTQ legislative proposals and signed dozens of bills into law in 2023, particularly around transgender inclusion. The legislative shift is at odds with more businesses embracing the LGBTQ community and creating inclusivity campaigns, which has created catalysts for action. This has resulted in significant online and in-person backlash against many brands for supporting the LGBTQ community. As more brands show their support for and bring awareness to the LGBTQ community, protests, and other activities by anti-LGBTQ individuals has increased, causing security concerns for retail companies and staff members as anti-LGBTQ individuals damage merchandise displays and verbally attack staff members.
As seen with recent legislative movements in many states, the decline in tolerance of LGBTQ campaigns and merchandise in stores has specifically been directed toward campaigns and merchandise offered to and featuring transgender individuals, particularly in southern US states. Anti-LGBTQ individuals have also spread mis- or dis-information about LGBTQ merchandise companies are offering, particularly related to products for children.
Anti-LGBTQ individuals have significantly backlashed through the destruction of displays and verbal abuse against retail workers and called for boycotts against large retailers' Pride campaigns in the US in 2023, causing brands to take measures to protect in-store employees. The in-person and social media activity directed at many pro-LGBTQ campaigns increased following the Bud Light campaign involving a transgender influencer, Dylan Mulvaney, which included a custom can featuring her face. The significant online support for anti-LGBTQ rhetoric escalated into in-person physical and verbal security threats for retail workers. In May, Target launched its Pride collection and shortly after moved the items to the back of stores in some states after receiving backlash and experiencing in-store confrontations by anti-LGBTQ activists. The backlash stems from online misinformation claiming that Target released a "tuck-friendly" bathing suit for children. Anti-LGBTQ individual's rhetoric has also targeted other major US businesses with online comments and in-person confrontations in stores, including Starbucks, The North Face, Adidas, Kohl's, and Walmart.
LGBTQ advocacy groups, including the US's largest group, The Human Rights Campaign, have raised concerns over businesses scaling back LGBTQ merchandise and campaigns. More than 200 pro-LGBTQ groups called on companies to restock Pride items and speak out against anti-LGBTQ "extremism." The Human Rights Campaign has also issued a national LGBTQ state of emergency for the first time ever over concerns regarding violence, homophobia, and transphobia that the community faces.
Brands engaging with the LGBTQ community without an understanding of how to support LGBTQ individuals and who have not consulted with the LGBTQ community could inadvertently further anti-LGBTQ agendas and rhetoric. Anti-LGBTQ groups may see brands pulling merchandise or walking back statements as succeeding in their efforts against the community. Aside from corporate concerns for employee safety over LGBTQ campaigns, the LGBTQ community has raised concerns regarding brand's alleged "rainbow washing." Rainbow washing occurs when brands appear to support the community during June, seemingly for profits, and show little to no support throughout the year, causing community members to feel the campaigns are unauthentic.
LGBTQ advocates recommend the following practices for brands considering or who currently have Pride or other LGBTQ merchandise.
- Ensure clear and concise company messaging on all platforms with an understanding of how to engage in potentially sensitive issues related to the LGBTQ community.
- Misinformation may spread about your product or campaign. Have statements prepared to defend your campaign and avoid misinformation.
- Plan campaigns that support the LGBTQ community throughout the year, not only during Pride month, to support with the community.
- Consider consulting LGBTQ designers and other community members to ensure community inclusion and sensitivities are observed in merchandise and messaging.
- Create contingency plans to respond to incidents on site, including potential violence against staff members and merchandise.
Crisis24 recommends that companies who plan to or are currently featuring Pride campaigns or are offering pro-LGBTQ merchandise conduct a risk assessment to ensure they understand the environment in which they are operating.
Crisis24 provides in-depth intelligence, planning, and training, as well as swift and actionable responses to keep your organization ahead of emerging risks. Contact us to learn more.
