Pride Month 2023 is shaping up to be a turning point for companies coveting the $1.4 trillion LGBTQ consumer segment. This moment of truth has arrived due to culture wars fabricated by a fragment of right-wing political and media extremists, creating a chilling effect among corporations seeking to do business with the LGBTQ consumer segment. Companies previously accused of “rainbow washing” — presenting marketing materials dripping with gay symbolism — have a newfound fear and reticence of engaging and speaking with this community. They now have become “rainbow worried.” So what happened?
Hardly a day has gone by without incendiary bullhorns degrading LGBTQ people, and in particular, the transgender community, in ways that create a loathing and disrespect not seen since before the Stonewall uprising. And with 46 state legislatures having passed or with pending anti-LGBTQ legislation, it’s no small wonder that companies navigating Pride 2023 are confused and, frankly, “rainbow…
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