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After backlash led Target and Anheuser-Busch to pull back on some of their Pride-related marketing and merchandise earlier this year, a chilling mood settled over the LGBTQ+ community’s annual celebrations.
At the same time, threats of violence from anti-LGBTQ+ groups, in addition to a longstanding skepticism from the queer community regarding the authenticity of corporate Pride initiatives, have prompted brand leaders to put some rainbow-colored marketing initiatives on ice.
As marketers look back on Pride 2023 and ahead to next year, it’s clear that the perceived benefits of rainbow-washing have eroded.
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