Politics
Unprecedented times for companies facing anti-LGBTQ backlash
Experts weigh in on how firms should respond during Pride month and beyond

The precipitous rise of anti-LGBTQ sentiment in America has increasingly put corporate allies in the crosshairs of fraught culture war battles, creating unprecedented challenges for firms as they navigate business decisions during Pride month.
Concerns follow recent cases in which Target Corp. and Anheuser-Busch InBev suffered financial and reputational damage – first, when their outreach to LGBTQ customers provoked backlash, and again when the companies backed down in response to their anti-LGBTQ critics.
How should firms approach Pride month promotions in a climate where even the most minor or anodyne move can inspire right-wing calls for boycotts, or even threats of violence? What obligations do companies have to their LGBTQ customers, many of whom have long objected to brands’ tendency to offer performative demonstrations of support for the community to boost their sales in June?
Three experts spoke to the Washington Blade to address these and other questions.
Andrew Isen is founder and president of WinMark Concepts, a firm that provides marketing services targeting LGBTQ audiences and customers, primarily for large publicly traded companies. Todd Evans is president and CEO of Rivendell Media, a firm that coordinates and manages advertising and marketing campaigns that are run in LGBTQ media. And Jack Mackinnon is senior director of cultural insights at Collage Group, a consumer research firm whose customers include many of the world’s biggest and best-known brands.
Anti-LGBTQ backlash is real and difficult to predict
False claims on social media that an item in Target’s seasonal Pride collection – a “tuck-friendly” swimsuit – was offered in children’s sizes led to in-store confrontations that prompted the retailer to respond by moving merchandise to the back of stores and off the floor in some rural southern locations.
The controversy illustrates the unpredictability and arbitrariness of online flare-ups targeting individual companies, often driven partially or entirely by misinformation, the sources agreed.
“We are literally jumping from crisis to crisis to crisis,” Isen said, adding “we are in uncharted territory” where companies are “unable to foretell on an hourly basis what will blow up on social media,” and responding effectively is made more difficult when the claims at issue are “patently untrue.”
As a result, “there is a real reticence to move forward” on outreach to the LGBTQ community “until things work themselves out,” Isen said. Companies are now struggling with balancing their obligations to LGBTQ customers and their corporate shareholders, he said.
Evans said part of the problem is proportionality. Pressures from a small and vocal contingent of anti-LGBTQ consumers are amplified by unregulated social media platforms, he noted.
For example, he said, “One Million Moms,” a division of the American Family Association that is known for demanding boycotts against companies that have embraced the LGBTQ community, only has a few thousand Twitter followers.
Isen and Evans said that while brands have long been attacked for publicly embracing the LGBTQ community, the controversy over Bud Light’s social media spot featuring transgender influencer Dylan Mulvaney marked a tipping point because of the resulting harm to parent company Anheuser-Busch’s bottom line.
Negative ramifications would have been thwarted, Isen said, had the company not reacted with a defensive posture by issuing a statement that “we never intended to be part of a discussion that divides people.”
“There’s no PR professional that would have recommended” Anheuser-Busch respond in the way that it did, agreed Evans.
To the extent that firms can anticipate when they may encounter anti-LGBTQ backlash, the sources agreed it is generally directed at the transgender community and anything involving minors – as seen in the rise in attacks against all-ages drag performances, for instance, and legislation targeting the rights of trans Americans, especially youth.
Evans said transphobia is part of a broader reactionary moment in American politics that presents a threat to the entire LGBTQ community and “anybody else who is different.” Isen noted the political climate has been defined by a right-wing crusade against “wokeness” led by the likes of Florida’s Republican Gov. and 2024 presidential contender Ron DeSantis.
Mackinnon, however, said the anti-trans backlash is distinct. “Other LGBTQ+ issues like gay marriage are not very controversial” from a marketing and advertising perspective, but there has been a shift in recent years as “people starting to think about transgender issues on a higher level,” he said.
Misinformation can be weaponized and exploited to a greater extent when it concerns gender issues about which many Americans are still unfamiliar, Mackinnon said.
Brands can mitigate risks by engaging thoughtfully with their LGBTQ customers
As they approach any business decision concerning advertising or outreach to the LGBTQ community, the sources agreed the Bud Light dustup may offer important lessons for companies moving forward into Pride month and beyond.
When the beermaker approached Mulvaney, “the decision to engage her was done for business reasons,” Isen said, as the company saw a valuable opportunity to tap into a broader market of young potential customers. The influencer “has a demographic following that fit perfectly into a market expansion opportunity for the brand that was in double digit decline.”
The company’s response, he said, was a problem because Anheuser-Busch seemed to characterize its work with Mulvaney as, instead, a cultural outreach effort – which rang insincere and “alienated the entire LGBTQ community, bar owners in the trade, and consumers.”
“Had they stood firm and said, ‘we made a calculated business decision to engage this social influencer as we have thousands of other social influencers,’ it would have been a different story,” Isen said.
Anheuser-Busch’s major miscalculation was failing to build a relationship with its LGBTQ customers who might otherwise be inclined to forgive the company’s decision to back down to pressure from anti-trans extremists “with its delayed response and then a really unthoughtful response,” Evans said. Engendering goodwill with the community is crucial, he said.
“This is a brand that was not necessarily known for [LGBTQ] outreach in their marketing,” Mackinnon said, “so when they partnered – in a very small way, by the way – and dabbled in a partnership with [Mulvaney], that caught some people by surprise, potentially, and they put themselves in an awkward position to explain what it was that they were doing.”
As a result, he said, for many people Anheuser-Busch’s business decision to work with Mulvaney seemed insincere or opportunistic.
Mackinnon said consumer research indicates that young people, especially, are inclined to research individual companies to assess the extent to which their support for inclusivity is sincere and baked into their corporate governance, rather than performative and motivated entirely by profit chasing.
As an example, Mackinnon pointed to cases where, following the murder of George Floyd, firms expressed their support for the Black Lives Matter movement, only to face criticism when customers discovered the lack of diversity in their boards of directors.
“Brands should be thinking about not [just] what should my campaign be for this June, but where do we want to be in terms of building trust six months from now, a year from now, five years from now,” Mackinnon said.
“Most of that work is quiet and under the surface and behind the scenes, and it is essential for building a platform and a framework and a foundation to have any other effective types of campaigns,” he said.
Part of this strategy should also include clear and consistent messaging on online platforms, which Mackinnon said can act as an effective bulwark against the spread of misinformation targeting companies.
“A brand that is investing in transgender, LGBTQ+ consumers,” he said, must “be ready to know how to explain [those investments] and how to combat that misinformation” with quick, simple responses provided in real time.
Used properly, Mackinnon said, social media can be an effective tool for firms to build trust – allowing for opportunities to engage in discussions and storytelling in a conversational fashion not afforded by other forms of corporate communication.
The ascendency of transphobia and anti-LGBTQ sentiment comes as Americans’ faith in institutions – politics, traditional media, scientific and medical expertise – continues to plummet.
These conditions have primed consumers to “look to brands to speak to these issues,” Mackinnon said, “not to, like, heal the world, but to operate as influencers on the issues that are front-of-mind for people.”
Companies might, then, see not just a set of challenges but also valuable opportunities for LGBTQ outreach during Pride month. Acting thoughtfully, these firms might maximize their market caps for the month of June without alienating their LGBTQ customers while also, potentially, helping to facilitate a world in which more Americans might be down to have a beer with a trans neighbor or bring their kids to a drag performance.
Congress
Padilla forcibly removed from federal building for questioning DHS secretary
Prominent Democrats rushed to defend senator

Democratic U.S. Sen. Alex Padilla of California was forcibly removed from a federal building in Los Angeles after attempting to ask questions of U.S. Homeland Security Secretary Kristi Noem during a press conference on immigration Thursday
The city has been rattled in recent days as protestors objecting to the Trump-Vance administration’s immigration crackdowns clashed with law enforcement and then the president deployed National Guard troops and U.S. Marines, which was seen as a dramatic escalation.
According to a video shared by his office, the senator, who serves as ranking member of the Senate Judiciary Immigration Subcommittee, introduced himself and said, I have questions for the secretary.” After he was pushed out of the room, officers with FBI-identifying vests told Padilla to put his hands behind his back and handcuffed him.
“Senator Padilla is currently in Los Angeles exercising his duty to perform Congressional oversight of the federal government’s operations in Los Angeles and across California,” reads a statement from his office.
“He was in the federal building to receive a briefing with General Guillot and was listening to Secretary Noem’s press conference,” the statement continued. “He tried to ask the secretary a question, and was forcibly removed by federal agents, forced to the ground and handcuffed. He is not currently detained, and we are working to get additional information.”
Democrats were furious, with many releasing strong statements online condemning the actions of law enforcement officers, including California Gov. Gavin Newsom (D), Los Angeles Mayor Karen Bass (D), and the state’s other U.S. senator, Adam Schiff (D).
Human Rights Campaign Chief of Staff Jay Brown also issued a statement: “A sitting U.S. senator should be allowed to ask a Cabinet secretary a question at a press conference — in his own state, on an issue affecting his constituents — without being violently thrown to the floor and handcuffed. Everyone who cares about our country must condemn this undemocratic act. Full stop.”
Congress
51 lawmakers sign letter to Rubio about Andry Hernández Romero
U.S. Rep. Robert Garcia (D-Calif.) spoke about gay Venezuelan asylum seeker

Forty nine members of Congress and two U.S. senators, all Democrats, signed a letter Monday to Secretary of State Marco Rubio demanding information about Andry Hernández Romero, a gay Venezuelan national who was deported to El Salvador and imprisoned in the country’s notorious Terrorism Confinement Center, a maximum-security prison known by the Spanish acronym CECOT
“We are deeply concerned about the health and wellbeing of Mr. Hernández Romero, who left
Venezuela after experiencing discriminatory treatment because of his sexual orientation and
opposition to Venezuela’s authoritarian government,” the lawmakers wrote. They urged the State Department to facilitate his access to legal counsel and take steps to return him.
After passing a credible fear interview and while awaiting a court hearing in March, agents with U.S. Immigration and Customs Enforcement reportedly transported Hernández out of the U.S. without due process or providing evidence that he had committed any crime.
In the months since, pressure has been mounting. This past WorldPride weekend in Washington was kicked off with a rally in front of the U.S. Supreme Court and a fundraiser, both supporting Hernández and attended by high profile figures including members of Congress, like U.S. Rep. Mark Takano (D-Calif.)
U.S. Rep. Robert Garcia (D-Calif.) was among the four members who wrote to Rubio about Hernández in April. On Friday, he spoke with the Washington Blade before he and his colleagues, many more of them this time, sent the second letter to Rubio.
“There’s a lot of obviously horrible things that are happening with the asylum process and visas and international students and just the whole of our value system as it relates to immigration,” he said, which “obviously, is under attack.”
“Andry’s case, I think, is very unique and different,” the congressman continued. “There is, right now, public support that is building. I think he has captured people’s attention. And it’s growing — this is a movement that is not slowing down. He’s going to be a focal point for Pride this year. I mean, I think people around the world are interested in the story.”
Garcia said he hopes the momentum will translate to progress on requests for proof of life, adding that he was optimistic after meeting with Hernández’s legal team earlier on Friday.
“I mean, the president, Kristi Noem, Marco Rubio — any of these folks could could ask to see if just he’s alive,” the congressman said, referring to the secretary of Homeland Security, whom he grilled during a hearing last month. ICE is housed under the DHS.
“People need to remember, the most important part of this that people need to remember, this isn’t just an immigration issue,” Garcia noted. “This is a due process issue. This is an asylum case. We gave him this appointment. The United States government told him to come to his appointment, and then we sent him to another country, not his own, and locked him up with no due process. That’s the issue.”
Garcia said that so far neither he nor his colleagues nor Hernández’s legal team were able to get “any answers from the administration, which is why we’re continuing to advocate, which is why we’re continuing to reach out to Secretary Rubio.”
“A lot more Democrats are now engaged on this issue,” he said. U.S. Sens. Adam Schiff and Alex Padilla, both from California, joined Monday’s letter. “The more that we can get folks to understand how critical this is, the better. The momentum matters here. And I think Pride does provide an opportunity to share his story.”
Asked what the next steps might be, Garcia said “we’re letting his legal team really take the lead on strategy,” noting that Hernández’s attorneys have “already engaged with the ACLU” and adding, “It’s very possible that the Supreme Court could take this on.”
In the meantime, the congressman said “part of our job is to make sure that that people don’t forget Andry and that there is awareness about him, and I think there’s a responsibility, particularly during WorldPride, and during Pride, all throughout the month — like, this is a story that people should know. People should know his name and and people should be aware of what’s going on.”
Congress
Wasserman Schultz: Allies must do more to support LGBTQ Jews
A Wider Bridge honored Fla. congresswoman at Capital Jewish Museum on Thursday

Florida Congresswoman Debbie Wasserman Schultz on Thursday said allies need to do more to support LGBTQ Jewish people in the wake of Oct. 7.
“Since Oct. 7, what has been appalling to me is that LGBTQ+ Jewish organizations and efforts to march in parades, to be allies, to give voice to other causes have faced rejection,” said the Florida Democrat at the Capital Jewish Museum in D.C. after A Wider Bridge honored her at its Pride event.
Wasserman Schultz, a Jewish Democrat who represents Florida’s 25th Congressional District in the U.S. House of Representatives, added the “silence of our allies … has been disappointing.”
“It makes your heart feel hollow and it makes me feel alone and isolated, which is why making sure that we have spaces that we can organize in every possible way in every sector of our society as Jews is so incredibly important,” she said.
The Israeli government says Hamas militants on Oct. 7, 2023, killed roughly 1,200 people, including upwards of 360 partygoers at the Nova Music Festival, when it launched a surprise attack on the country. The militants also kidnapped more than 200 people on that day.
The Hamas-controlled Gaza Health Ministry says Israeli forces have killed nearly 55,000 people in the enclave since Oct. 7. Karim Khan, the International Criminal Court’s chief prosecutor, has said Israeli Prime Minister Benjamin Netanyahu and former Hamas leader Yahya Sinwar, who the Israel Defense Forces killed last October, are among those who have committed war crimes and crimes against humanity in Gaza and Israel.
A Wider Bridge is a group that “advocates for justice, counters LGBTQphobia, and fights antisemitism and other forms of hatred.”
Thursday’s event took place 15 days after a gunman killed two Israeli Embassy employees — Yaron Lischinsky and Sarah Milgrim — as they were leaving an event at the Capital Jewish Museum.
Police say a man who injured more than a dozen people on June 1 in Boulder, Colo., when he threw Molotov cocktails into a group of demonstrators who were calling for the release of the remaining Israeli hostages was yelling “Free Palestine.” The Associated Press notes that authorities said the man who has been charged in connection with the attack spent more than a year planning it.