Rainbow Capitalism Has Run Dry for Brands, At Least for Now
Thu., Jun. 25, 2026
Eric Yaverbaum
Many brands have scaled back their Pride marketing due to a fear of consumer backlash as well as reputational and financial risk. However, this is far from the end of brands celebrating Pride, and those that continue to do so are showing their true colors.
As communicators, we must be both cognizant of the challenges of educating the public about LGBTQ lives and focused on the reality of what Pride really is, what it means and why it’s more important than ever in times of increasing difficulty and discord.
