Some of its tackier items are well-hyped and extremely memeable. The US giant, which provides discount clothing - think Primark - has an infamous Pride line. To see them feel like they have to water down their LGBTQIA+ commitments is a potential watershed moment. When 130 corporates wrote a joint letter to the government warning them to protect trans rights, some of the expected, rumoured discriminatory plans for reforming the Gender Recognition Act ebbed away. It's why Stonewall's Diversity Scheme was so influential in business - at least until it too was caught up in a media storm. Whether you like them or not, in a world primarily driven by capitalism, what corporates think, say and do matters. But when huge brands like Target and Bud Light are bowing to anti-LGBTQIA+ backlash, this Pride Month could be pivotal. Just painting rainbows on products is not enough, of course. After years of the community calling on businesses to do more than a rainbow logo, this year may take us back to an era when that alone was a radical act. TL DR: As brands like Adidas, Bud Light and Nike are targeted by a wave of anti-LGBTQIA+ sentiment, even Target's infamous pride line has been partially retracted.
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