This Pride month comes with even more backlash than usual as some conservatives try to build on recent clashes with Bud Light and Target by calling for boycotts of brands that advertise their support of the LGBT community.

For example, last month Target dropped some items from its Pride collection after a backlash that included in-store incidents, and Anheuser-Busch InBev earlier put on leave marketing executives who oversaw Bud Light’s collaboration with a transgender influencer that drew criticism and confrontations.

Very unfortunately “the goal is to make ‘pride’ toxic for brands,” the conservative commentator Matt Walsh wrote on Twitter after those events. “…First Bud Light and now Target. Our campaign is making progress. Let’s keep it going.”

Thankfully, despite these threats, many household brands including Kohl’s, Alphabet’s Google, Mars’s Skittles, Microsoft and Under Armour have nonetheless introduced ads, products and initiatives for Pride Month, which takes place every June.

One noteworthy campaign is that of electric-vehicle rental company Lime who have adorned some of its bikes and scooters with the Progress Pride Flag, which includes stripes of light blue, white and pink to represent the transgender community. “Many of us, including myself, still remember the fear growing up that being openly gay could mean a life of rejection and discrimination,” Lime CEO Wayne Ting said. “We take this responsibility seriously and understand that we all have a role to play in creating a more just and equitable world.”

Due to campaigns such as the trans Bud Light feature and the Target incident make it unclear as to whether this changed environment has weakened some brands’ appetite for Pride marketing.

Some Pride marketing efforts this year have evolved beyond surface-level shows of solidarity, a practice known as “rainbow-washing,” marketing analysts said. Companies are partnering with and committing to donating hundreds of thousands of dollars to LGBT charities and highlighting underrepresented groups in the LGBT community, such as older gay people.

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