I don’t think Trump is the only reason they’re stopping. I think this is an example of where social media engagement algorithms - specifically, outrage driving views - made it a rational choice to stop. They were damned if they did (“rainbow-washing” and other accusations from the left, making more and more demands for authenticity under threat of boycott and bad PR), and damned if they didn’t (“gay agenda” and other accusations, threat of boycott from right-wing crazies who are now a significant demographic). Trump just gave them cover to throw up their hands and stop trying.

To be clear, they were rainbow-washing, they were pandering. But I think there may have been a path where the loudest voices didn’t fence in the entire PR conversations, and I wish we were on that path.

Because let’s be reasonable: it is objectively better that Target et al gives free PR to Pride and LGBTQ causes, even if yes, we all know they are a corporation and don’t mean it. That act of putting rainbow flags on t-shirts, of normalizing it in areas where it isn’t normalized, is itself an act that creates a safer space for LGTBQ people. It reinforces the social expectation and pressure to be tolerant, even if you’re a bigot.