As Pride Month is in full swing, many retailers are embracing their inner rainbow by stocking up on LGBTQ+ themed merchandise. But this year, it seems like some stores are taking a more subdued approach to celebrating diversity and inclusivity.
Nike has been at the forefront of promoting LGBTQ+ pride for years, but even they seem to be dialing back their efforts in 2024. Gone are the bright pink and blue swooshes that adorned everything from shoes to hoodies just a few short years ago. Instead, Nike is focusing on more subtle nods to Pride Month through limited-edition merchandise.
Meanwhile, banking and finance institutions have also taken a step back from flaunting their rainbow flags this year. It’s not like they’re completely abandoning the cause – after all, many of these same companies are still proudly flying the flag in other ways. But let’s be real: when it comes to Pride Month merch, you can’t get much more subtle than a simple logo or color scheme.
Target is another retailer that has historically been a major player in promoting LGBTQ+ pride through their merchandise offerings. And while they’re not entirely absent from the scene this year, they seem to have taken a decidedly more low-key approach as well. Gone are the elaborate displays and eye-catching window displays – instead, Target’s Pride Month merch is relegated to smaller sections of their stores.
Now, before we start freaking out about what this means for LGBTQ+ visibility in retail spaces (or lack thereof), let’s take a deep breath and put things into perspective. The fact that some retailers are scaling back on their Pride Month merchandise doesn’t necessarily mean they’re not still committed to supporting the cause. After all, there are plenty of other ways to show your support – like donating to LGBTQ+ organizations or simply being an ally in everyday life.
So while it’s certainly interesting (and maybe a little disappointing) that some stores aren’t going all out for Pride Month this year, let’s not forget that every small step counts. And who knows? Maybe these more subdued approaches will inspire even greater change and inclusivity down the line.