This June, many Target stores will feature a section of American-themed apparel in place of what had become their Pride month merchandising, marking a major step back from the company’s involvement in Pride month celebrations in previous years.
From removing Pride merchandise to opting not to change their social media profile image to a Pride flag, Target is just one of many major retailers that have scaled back their Pride month celebrations this year after consumers have voiced concerns and President Trump has openly criticized DEI policies.
An April study found 39% of companies reported scaling back their funding of Pride events and organizations this year. The same study showed none of the companies polled planned to increase their funding of Pride events. (RELATED: Here Are The Several NFL Teams Who Shunned Pride Month — Everybody Give Them A Round Of Applause)
Target’s decline in Pride month marketing comes after its drastic sales decrease in August 2023 and concerns regarding the company’s Pride products marketed towards children. Included in the items were “trans-friendly” bathing suits with “tuck-friendly construction.”
In 2024, Target announced it would limit its production of Pride merchandise based on “customer feedback” and “historical sales performance.” This year, the company has seemingly erased Pride products from its store, instead opting for a patriotic line of merchandise.
Target did not respond to the Daily Caller for comment.
Walking into @Target – instead of a giant “PRIDE” display as in the past, they have a USA section!! This is winning! 🇺🇸🇺🇸🇺🇸 pic.twitter.com/xgs4S4urix
— Katie Yonke (@JKHomestead) June 1, 2025
In another shake-up this year, Anheuser-Busch, the parent company of Bud Light and Budweiser, announced in March that the company would no longer fund Pride St. Louis’ (PrideSTL) festivities. The company’s retreat left PrideSTL more than $150,000 short of their funding.
“At a time when many sponsors have already reduced their contributions, this decision is especially painful,” PrideSTL’s statement read. “We are saddened to lose such a historic supporter of the LGBTQIA+ community in St. Louis.” (RELATED: Corporate America Retreats From Gay Pride Events Across US Amid Trump DEI Crackdown)
Anheuser-Busch’s decision comes after the company faced fierce backlash surrounding its 2023 partnership with transgender social media influencer Dylan Mulvaney. The outrage led to plummeting sales and the removal of several Anheuser-Busch executives.
Anheuser-Busch did not respond to the Daily Caller for comment.
Similarly, Mastercard, PepsiCo, Nissan, and Citi either significantly reduced or completely eliminated their funding of New York City’s Pride March. While many companies still support Pride marches in smaller towns, most have severely decreased their support of Pride events in bigger cities.
In years past, companies including American Airlines, Apple, IBM, Paramount Plus, and Vogue Magazine have changed their social media profile pictures to display a Pride flag. This year, all of these companies — and more — have yet to make this change.
“Pride Month”
Its June 2nd and still no rainbow profile flags or pictures from major companies?
Netflix, Disney, Ubisoft — even the usual woke warriors — are sitting this one out? pic.twitter.com/2EtKEvTYBh
— Chay Bowes (@BowesChay) June 2, 2025
Adding to the lineup, Walmart, the world’s largest retailer, has remained mostly silent this year after announcing in November that it would both stop selling transgender products marketed towards minors and rid the company of its diversity, equity, and inclusion practices.
In the company’s annual report released in March, Walmart said it was tracking consumer data in order to avoid customer backlash.
“Strong opinions continue to be publicly expressed both for and against diversity, equity and inclusion and ESG initiatives and positions taken by many corporations, including Walmart, are tracked, monitored and subject to heightened scrutiny from consumers, investors, advocacy groups and public figures, potentially leading to consumer boycotts, negative publicity campaigns, litigation and reputational harm,” the report read.
Starbucks, famously a staunch supporter of Pride month, has yet to release a statement of any kind regarding this year’s Pride month. It does, however, continue to endorse the LGBTQ+ community.
Starbucks did not respond to the Daily Caller for comment about its Pride month plans.