As CNN reminds, during the month of pride, which falls in June, in the US stores decorated windows with rainbow flags, displayed T -shirts and cups with LGBTQ motifs at entrances, changed their logo on social media accounts and paid attention to donations to groups fighting for the rights of LGBTQ. This year this activity is negligible.
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Companies stand carefully, avoiding loud campaigns and visible public support. As CNN points out, according to a survey conducted among over 200 corporate directors by Gravity Research, a company dealing with risk management, 39 percent. of them this year plans to limit public involvement in (pride month) Pride Month. This includes sponsorship of events, publishing messages supporting LGBTQ rights in social media and the sale of goods on gender equality and inclusiveness.
This year, however Consumer brands are afraid to provoke right -wing clients and activists, and are also afraid of retaliation from the administration of President Donald Trump. Federal agencies threatened to conduct investigations in companies conducting programs of diversity, equality and integration.
Many companies limit advertising expenses due to the economic uncertainty related to Trump's customs. However, according to the said study, the main reason for changing the approach to the month of pride was the pressure from the Trump administration.
Brands are afraid of Trump's anger
A subdued approach means a change for companieswhich ordinary to turn the annual June celebration of LGBTQ Americans into a branded holiday. It is Part of a wider return in corporate Americawhere many companies give up some programs aimed at increasing the diversity in the workplace under the pressure of Trump administration and republican activists.
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As CNN notes, up to 65 percent companies participating in a survey conducted by Gravity Research said that it was preparing response strategies to a return reaction. The growing number of networks, including Walmart, Target, Kroger, also warns investors about the risk of consumer boycotts in connection with the position of corporations in social issues.
See also: “Inclusive dividend”. LGBTQ+ friendly companies have a higher profitability
Last year, department stores and a clothing brand Kohl's introduced the “Capsule Pride collection” and donated 100,000 to the market. hole. for The Trevor Project, an organization dealing with the prevention of suicides and crisis intervention for LGBTQ youth. This year, Kohl's has not announced a year of any plans related to the month of pride.
Other Companies also withdraw from public statements, donations and goods supporting the month of pride. Nordstrom, GAP and several other brands, which last year emphasized their efforts as part of the month of pride, will most likely not repeat them in June.
