Pride, Prejudice & Profit: What Big Businesses are Doing this Pride Month

By Rachida Harper on June 18, 2019

The rainbow and its spectrum of colors hold many significant meanings. Biblically, it represents a promise, culturally it represents the LGBTQ+ community, and recently it represents a marketing tactic used by many big businesses.

While many businesses are in alliance with the LGBTQ+ community, a problem occurs once June comes to an end, the hype dies down and the rainbow tactic is discontinued until the following year.

Image provided by Unsplash.com

Companies in Alliance

Target

This year, Target has donated $100 thousand to the Gay, Lesbian & Straight Education Network. GLSEN is a non-profit organization that works towards ending bullying based on sexual orientation and gender identity in K-12 schools. Target also has a wide selection of Pride apparel and accessories available the whole month of June. Limited editions of products, such as Harry’s Pride shaving set, are sold in stores. One hundred percent of the proceeds made from the product is donated to The Trevor Project.

Target continues to be inclusive throughout the year by allowing transgender employees and guests to use the restroom and fitting room corresponding to their gender identity.

On April 19, 2016, A Bullseye View released an article discussing Target’s inclusivity.

In part it read:

“Inclusivity is a core belief at Target. It’s something we celebrate. We stand for equality and equity, and strive to make our guests and team members feel accepted, respected and welcomed in our stores and workplaces every day…Everyone deserves to feel like they belong. And you’ll always be accepted, respected and welcomed at Target.”

Disney

“We’ve got ears, say cheers!” said by the one-and-only Mickey Mouse can be applied to one of Disney’s most progressive collections. In 2018, The Walt Disney Company released its Rainbow Disney Collection, which features rainbow ears, pins backpacks and more. Through June 30, 10 percent of every purchase in the collection will be donated to GLSEN. For many, ears are not enough for the LGBTQ+ community to be heard.

Besides its merchandise, Disney has taken the initiative to make sure its parks are inclusive to all. On June 1, 2019, the company’s first official Pride event, Magical Pride, was held at Disneyland Paris.

“Dress like a dream, feel fabulous and experience Walt Disney Studios Park like never before – loud, proud and alive with all the colours of the rainbow!” Disneyland Paris said on its website.

According to The Walt Disney Company, Disney earned a perfect score on the 2019 Corporate Equality Index, which is an annual survey administered by the Human Rights Campaign Foundation. The CEI determines the score by evaluating practices and policies related to the LGBTQ+ community, which includes workforce protections, domestic partner benefits, transgender-inclusive health care benefits and public engagements.

The Walt Disney Company also claims to donate to organizations such as Out and Equal Workplace Advocates, GLAAD and the Human Rights Campaign.

Starbucks

According to Starbucks Stories & News, the company has been inclusive towards the LGBTQ+ community for several decades and has been making strides setting back to 1988. This year for Pride Month, the Starbucks Foundation is matching up to $250 thousand in donations to the Born This Way Foundation.

Throughout the years, Starbucks has also expanded benefits for transgender partners, received high scores on the CEI and has helped partners with self-identity.

Why People are so upset

Based on the backlash that can be found on social media, many people are upset about certain companies branding themselves as allies during the month of June. Instead of being another outlet for recognition and support, people in the LGBTQ+ community feel like their identities are being exploited and capitalized. It is safe to say that a group of people does not want to be used to push a product that will only benefit the business in the long run.

Not all companies or brands have to take on the role of an ally, but those that choose to should consider taking more action to have equality and inclusivity embedded year-round.

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