Expect fewer rainbow logos

Every year, national brands cozy up to LGBTQ+ Americans with colorful merchandise for Pride Month. But this June, those displays may not be as loud and proud.

“Especially during Pride season, most companies like ours are pretty busy working on Pride projects. I can tell you for myself, I have not been, and I think it’s across the board,” said Matt Skallerud, president of Pink Media, which helps brands reach the LGBTQ+ demographic.

Mainstream brands used to brush off anti-LGBTQ+ sentiment. That changed last year when conservatives organized boycotts online that slashed sales. This year, Target is scaling back its Pride collection and won’t carry the collection in all stores. Bud Light, owned by beer giant Anheuser-Busch, is still struggling after last year’s conservative blowback over a social media campaign with transgender influencer Dylan Mulvaney.

“The goal is to make ‘pride’ toxic for brands,” conservative commentator Matt Walsh wrote on X, formerly Twitter, at the time.

The strategy worked .

Keep scrolling for more Pride Month content from the USA TODAY Network.

This article originally appeared on USA TODAY: Expect fewer rainbow logos