Pride Month's true competition? Faith, family, freedom
By: DNyuz
S E E D E D C O N T E N T
This June, as rainbow flags flutter and parades march on, a noticeable shift has occurred — corporate America is stepping back from its once-vocal support of Pride Month. That retreat offers conservatives not just a moment to observe but a moment to reflect: What are the values we ought to be truly proud of? What are we, as a nation, actually celebrating?
This year, according to Gravity Research , nearly 4 in 10 companies are scaling back Pride-related activities — a major jump from just 9% last year. Major sponsors like Google, Home Depot, Mastercard, and Citi have withdrawn support from some of the largest Pride events in North America . Even entertainment giants like Netflix and Disney have noticeably toned down their rainbow-wrapped algorithms.
If this trend is truly reversing, what should we celebrate instead?
These aren’t isolated incidents. They are part of a growing corporate recalibration — one triggered by consumer backlash. The Bud Light and Target controversies of recent years proved that when brands pander to divisive ideologies, everyday Americans take notice — and they push back. The market has spoken, and many companies are now listening. I’ll crack a Coors Light to that.
None of this is to dismiss the real people behind Pride Month — Americans who genuinely desire dignity, respect, and the freedom to live without fear or hostility. Every person is made in the image of God and deserves to be treated with decency. But that’s precisely why the corporate exploitation of these communities is so hollow. When support is only loud during ad campaigns and silent when there’s pushback, it reveals that the motive was never about justice — it was about profit. Those who truly care about human dignity should be just as offended by this performative marketing as anyone else.
If companies are now walking away from Pride because it’s no longer profitable, we should ask a deeper question: Were they ever really “with” the LGBT community in the first place — or were they simply exploiting a cause to sell products?
The answer is obvious.
It wasn’t support — it was a sales strategy. Betrayal dressed in bright colors. You can’t sell “authenticity,” and these brands proved it.
What we’ve witnessed over the past decade is the rise — and now the reckoning — of performative activism. Rainbow logos in June. BLM hashtags in July. DEI statements in quarterly reports. All too often, these campaigns have felt more like virtue-signaling PR stunts than sincere commitments. It’s what critics have dubbed “rainbow capitalism”: when a company paints itself in the colors of a movement, not to live its values but to boost its bottom line.
One organization that has been instrumental in exposing this performative activism is Consumers’ Research. As a conservative watchdog group, it has launched campaigns targeting companies it perceives as prioritizing progressive agendas over their customers. For instance, in response to Bud Light’s partnership with a transgender influencer, Consumers’ Research initiated a “ Woke Alerts ” campaign to inform consumers about companies’ political stances. The organization’s efforts have played a significant role in holding corporations accountable and encouraging a return to customer-focused values.
So, if this trend is truly reversing, what should we celebrate instead?
Rather than centering our national pride around identity groups or political campaigns, we should be celebrating the things that actually hold America together — faith, family, freedom, and community.
Faith, not in the empty slogans of corporate human resources departments, but in a higher purpose. Faith that grounds our moral order and has shaped the conscience of our country from the beginning. One can’t help but think of Matthew 15:8: “These people honor me with their lips, but their hearts are far from me.”
Family, the foundational institution that no government program can replace. It’s within the home that virtue is taught, character is formed, and citizens are raised.
Freedom, especially the freedom to speak the truth — even when it’s unpopular — and to live according to conscience without fear of cancellation or coercion. The most inclusive flag in the land is Old Glory.
And community — real, local, lived-in community — where Americans help each other not because of corporate campaigns, but because it’s the right thing to do.
We know better. These are the values that deserve celebration. These are the virtues that built this country. And if corporate America is finally pulling back from the cultural fray, maybe it’s time for all of us to recommit — not to branding campaigns, but to the timeless truths that made America strong in the first place.
Pride Month 2025 isn’t just about what’s changing on Madison Avenue. It’s about what’s possible on Main Street. Let’s use this moment not to divide but to unify — by celebrating what we’ve always had reason to be proud of.
The post Pride Month’s true competition? Faith, family, freedom appeared first on TheBlaze .
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I sometimes find articles that I have a basic disagreement with nonetheless interesting.
This article suggests that Gay Pride Month be replaced by a new commitment to faith, family, and flag.
My first thought is that Gay Pride Month and "faith family and freedom" could most certainly co-exist. But the author seems to think otherwise.
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What faith should we celebrate ? that of white Christian nationalists and dominionists ? Or the faith of Donald Trump who cannot name even one biblical passage that he holds dear, but yet bathes himself in the love and respect of televangelists and religious grifters?
The faith that leads right wing moralists to accept the deaths being caused on some of the poorest people on earth through DOGE ending of foreign aid that was keeping them alive?
Family ? The MAGA hero Elon Musk has fathered 14 children as of this writing , many if not all of them under the delusion that his genetically superior seed needs to be dispensed as far and wide as possible. Or how about Donald Trump , who turned his face and body away from his daughter Tiffany on national television at the last Republican convention when she reached out to hug him . And now the right is cutting childrens programs through the big beautiful bill.
Freedom? Freedom to agree with President Trump, or else be executive ordered into oblivion. Freedom to praise him, and if you dont you are automatically on his shit list. Freedom to conform with his demands on law firms , colleges , and scientific organizations.
Its a nice myth that if we would just embrace the day in the past when the Norman Rockwell stereotype ruled the day everything would be fine again, and there may be some truth to it. But there are many other truths that the right wants to deny and or eliminate.
Fear of our fascist government.
Good thing we don't have, nor are we headed in, that direction. The chicken little shtick is getting pretty old and is a shitty way to go through life..
Tell that to Kilmar Abrego Garcia. Trump administration has so far ignored ruling by judges and even a unanimous Supreme Court about him.
No they haven't. It's being litigated in district court.
Supreme court made a ruling which the Trump administration has refused to follow. Do you think a district court can over-ride a Supreme Court ruling?
You quoted this in your comment above, can you show where it says that in the article you attached because it's not in there.
. Do you think a district court can over-ride a Supreme Court ruling?
Of course not and that has nothing to do with what I wrote.
The left's favorite "Maryland man", who is such a hero their Senator flew down to El Salvador to have margaritas with him, has now been indicted for smuggling gang members, children, drugs and guns and probably will spend the rest of his life in prison should El Salvador decide to return him.
I'm sure his fanclub, who already ignored two immigration courts, will no doubt continue to claim there's no evidence he's anything but a great guy.
And a family man who just wants to work.
Really? You stated that the SOTUS ruling was being litigated in district court .
Yes, that’s how our system works. Read the supreme courts actual order.
You mean the order I quoted here ?
Yes, and you obviously don't understand what the Court actually ordered. It overturned the trial court's original order and returned the matter to district court to flesh out exactly what "faciliating"meant. While this was being litigated, Trump won the release of the left's hero, the child, gun and drug trafficking violent MS-13 member.
9-0 unanimous decision, the Supreme Court ruled that the Trump administration must facilitate the return of Kilmar Armando Abrego Garcia to the United States.
Pretty cut and dry.
Yes it is. The Supreme Court referred the case back to the district court to determine exactly what "facilitate" means and that was being litigated when the Maryland man was returned for trial for all the crimes he committed running guns, drugs and humans for MS-13. So your claim that Trump "ignored" the Court is completely false and shows a fundamental misunderstanding of what the Court ordered and what was taking place.
Bullshit. Trump's attorneys are the ones who are unable to understand what "facilitate" means, or in real terms. They are using a word's definition as an excuse to delay...delay...delay...
I can lead you to water but can't make you drink it. I suggest you actually read the entire order and focus on every word before replying. I'll even helpfully provide a few excerpts to concentrate on.
As I've now said repeatedly, the Court returned the case back to the district court for further proceedings. No final order was entered. The Trump DOJ wasn't "ignoring" the Court, it was following it's direction and litigating the issue before the district court.
That's okay. I wouldn't trust the water you would lead me to anyway.
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I think most people knew that. The companies that are now scaling back their support were just weathervanes - subject to the prevailing political winds.
By this do you mean the companies that went with LGBT support did so because of the prevailing political winds and now that the consumer is pushing back the companies are scaling back their support?
I think they went with what they thought would help their bottom lines, as many companies tend to do.
I don't know that the consumer is pushing back. I think government is, and some companies are reading that as consumer pushback. I don't think many consumers actually care if Walmart or Target sell rainbow t-shirts. Even here in a very conservative area of Virginia, one of our sheriff's office's most visible deputies, often chosen to represent the office as a spokesperson in social media posts, is an out lesbian, and I never really see or hear a bad word about her. People like her in general, respect her as a professional, and just don't care what she does in her private life.
I think some companies fear being targeted by Trump's anti-DEI rhetoric and policies, pandering to Christian nationalism, and being called out by him over unrelated issues like increased prices due to tariffs, since he called out Walmart. Basically, they're trying not to draw his ire on any front, social or fiscal. They know Trump can and will put a target on their backs to deflect from his own failures, so they try not to give him anything to pick on. They're the bully's victims, trying to get through the playground without losing their lunch money, and they're not going to speak up if Trump finds another victim, because at least they're not getting picked on. So they pull the Pride merch to stay off the radar.
I agree that they went with it thinking it would help the bottom line by expanding their customer base. And yes, the government during the Trump administration is pushing back, but I believe the consumer pushback is greater. Take Bud Lite for example. They thought their inclusion of transgender would increase their consumer base but it totally backfired on them. They used to be the #1 brand in the marketplace but this lost them a great deal of customers. And that all happened before Trump 2.0. I've also seen my local Target and Walmart scaling back on their Pride Month advertising over the past few years, again before Trump came back into office.
So while the current administration is definitely a factor, it's not the first factor in this. IMO the initial push for this was companies listening to the Democrat party pushing identity politics and they thought they would jump on the band wagon to make more money. And a large portion of the customer base doesn't care for it and is taking their shopping dollars elsewhere.
Pro-DEI or anti-DEI, IMO it's attempting to legislate morality and that never works.
Well, businesses say it's pressure from government.
Anheuser-Busch is increasing sales, and some of their customers switched from Bud Lite to other InBev brands (I guess Kid Rock didn't do his research before his short-lived boycott), so they sold beer either way.
Agreed, but when Cheerios can't run an ad with an interracial couple without sparking a boycott, maybe the audience needs to check whether companies are being activist, or whether angry customers are reactionaries. Some boycotts are tempests in teapots.
To be fair, them saying it's due to the government doesn't shock me. It allows them to pass the blame rather than accept any fault of their own. Kind of like the ol 'The Devil made me do it'.
True. Some people are just sheep willing to follow the loudest voices. Some people will always be racist. Companies trying to get ahead of any of that will usually run into a brick wall. IMO the smarter companies just ignore most of that and do their business without attempting to pander to any single group.
While also criticizing Trump? I'm not sure they'd see that as gratifying to the people they think are being alienated by supporting LGBTQ people.
"What we’ve witnessed over the past decade is the rise — and now the reckoning — of performative activism. Rainbow logos in June. BLM hashtags in July. DEI statements in quarterly reports. All too often, these campaigns have felt more like virtue-signaling PR stunts than sincere commitments. It’s what critics have dubbed “rainbow capitalism”: when a company paints itself in the colors of a movement, not to live its values but to boost its bottom line."
Very true, the backlash started when the antics and actions became too stupid and overwrought that average normal patriotic Americans got fed up with it
My first thought is that Gay Pride Month and "faith family and freedom" could most certainly co-exist.