An intensifying culture war has led right-wingers to attack companies for doing the bare minimum to acknowledge the LGBTQ community
It’s almost embarrassing to be grateful that a handful of multibillion-dollar behemoths have ignored a disgusting moral panic, suggesting that they’d rather have gay and trans customers than extremists bent on erasing those identities from public life. After all, much of this support still boils down to, uh, colors. That certain brands merely avoided falling into the culture war trap is something of a meager, bittersweet victory.
They passed a crucial test of the moment, however, and in that sense… you maybe gotta hand it to them. The gestures that meant comparatively little in “normal” times take on new significance in an era of genocidal rhetoric about a vulnerable minority. By standing up to such orchestrated abuse, even if just online, you can send an implied message that no giant corporation would make explicit: “Fuck off, losers.
And hasn’t this always been the flip side of the joy expressed in Pride? If you want to stay mad at people reveling in their sheer diversity, that’s too bad for you. Yeah, the companies haven’t quit trying to squeeze money out of this occasion, but when the alternative is to watch them suddenly stop — as though fearful of alienating fascists looking for the next brand to cancel — we know which outcome is better.
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