2024’s Muted June

June is usually a month full of colorful graphics: corporate allies traditionally festoon every editable profile avatar in rainbow hues to broadcast their support. Rainbows are incorporated into clothing designs on the shelves of all your favorite stores. But Pride 2024 has seen a notable shift, with many brands noticeably scaling back their online support amid rising backlash. High-profile controversies have made companies wary, leading to a significant reduction in Pride footprint. Brands like Nike and Target, once vocal allies, have taken a more cautious approach, limiting their Pride offerings and steering clear of explicit support. This trend highlights a troubling retreat in corporate allyship, especially in a critical election year marked by increased legislative threats to the LGBTQ community.