It’s starting to seem like corporate America has finally decided to step back from the Pride parade. For the first time in years, major companies are opting out of changing their logos to rainbow colors as Pride Month kicks off. While some companies like Target have opted to remain silent partners, others known for their colorful support have not prominently displayed rainbow colors this June. Could it be that they’ve decided to leave the virtue signaling at the door and focus on what they truly do best? It appears they might be finally learning that getting tangled in divisive political issues isn’t the key to customer satisfaction.
The cultural battlefield has shifted, and not everyone’s happy about it. New York’s Pride parade, once a glittering, corporate-backed extravaganza, is now scrambling for support. Organizers are facing an uncertain future as they watch corporate sponsors flee in masses, with up to 25% of donors pulling back on their checkbooks. As parade participants march down the street, they might now be waving IOUs instead of corporate-sponsored flags.
Americans, in general, seem to have grown weary of corporations playing political cheerleaders. The recent escape of sponsors leaves Pride parades across the country pleading for donations, with some even facing the axe without enough funds to keep marching. Massive corporate sponsors are now keeping their distance. Companies like Mastercard, PepsiCo, and Nissan have recently announced they will not be sponsoring the New York City parade this year. It’s a refreshing break from the norm where companies felt obliged to slap rainbow colors on anything that didn’t move.
This sudden shift could be signaling a greater movement towards common sense in America. Rather than aligning with highly divisive cultural issues, more companies might choose to stick to their business shtick. It’s worth asking why corporations—which exist to fly planes, brew beer, or sell convenience store snacks—have gotten deep into the muddling world of taking sides on social issues.
In the background of all this is a surprising twist in pop culture, as young stars grapple with societal expectations. These developments suggest a return to basics might be underway—where companies do what they do best, and individuals live their truths without the corporate guise.
