Connect with us

Politics

Unprecedented times for companies facing anti-LGBTQ backlash

Experts weigh in on how firms should respond during Pride month and beyond

Published

on

(Photo by Jonathan Weiss/Bigstock)

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.

Advertisement
FUND LGBTQ JOURNALISM
SIGN UP FOR E-BLAST

2026 Midterm Elections

Ken Paxton wins Texas Republican primary runoff

LGBTQ rights opponent will face Democrat James Talarico in November

Published

on

Ken Paxton, gay news, Washington Blade
Texas Attorney General Ken Paxton speaking in 2017. (Washington Blade photo by Michael Key)

Attorney General Ken Paxton won the Republican Senate primary in Texas on Tuesday, ousting incumbent U.S. Sen. John Cornyn.

Paxton won the primary against the four-term incumbent in large part due to President Donald Trump’s endorsement. Despite Cornyn voting with Trump more than 90 percent of the time, political insiders say being supportive isn’t enough to win Trump’s endorsement anymore — Republican candidates need to embrace the full MAGA image, something Paxton has done.

Paxton has served as Texas attorney general since 2015 and, before that, worked as a Texas state representative. He has approached both roles with what LGBTQ activists call a “consistently Anti-LGBTQ+ Record.” Following the landmark U.S. Supreme Court decision in Obergefell v. Hodges — the case that made same-sex marriage the law of the land — Paxton advised Texas county clerks they could refuse marriage licenses to same-sex couples on religious grounds.

His anti-LGBTQ crusade doesn’t stop at fighting against marriage equality.

Paxton has repeatedly demanded medical records for transgender youth in multiple states — including Texas, Georgia, and Washington — in hopes of making the practice illegal. His anti-trans actions go far past medical records. Paxton issued an opinion barring trans Texans from changing the sex on their driver’s licenses and birth certificates, claiming any changes made were “unlawfully altered,” and helped the DOJ reach an agreement with a Texas’s children’s hospital for providing minors gender-affirming care, eventually leading to a 10 million dollar settlement. He also authored a non-legally binding opinion equating gender-affirming healthcare for youth to child abuse.

In addition to his long history of anti-LGBTQ policy in the Lone Star State, Paxton is no stranger to controversy.

Multiple impeachment efforts brought against him in the state House of Representatives for “abuse of office” — with the state Senate later acquitting him — allegations that he used his office to assist large campaign donors, namely Nate Paul, and a widely publicized separation from his wife, state Sen. Angela Paxton, all impacted his run for the U.S. Senate seat — but not enough to keep him from the office.

Lynne Bowman, vice president of campaigns at the Human Rights Campaign, issued a statement following the announcement of Paxton’s primary win.

“Texans have a clear choice this fall, and an opportunity to reject failed policies that hurt all families,” Bowman sent to the Blade via email. “Ken Paxton is so out of step that he has fought to undercut marriage equality and spent time demanding personal medical records for young people who do not even live in Texas, all while becoming the most corrupt politician in America. The more than 2 million Equality Voters in Texas will send him packing.”

Paxton will face off against Democratic hopeful and vocal Trump critic James Talarico in the fall.

Talarico, who won the Democratic primary in April against Congresswoman Jasmine Crockett, has been a vocal supporter of LGBTQ rights, citing his ministry work as the source of his support for the community.

The race for Texas’s Senate seat will be decided on Nov. 3.

Continue Reading

2026 Midterm Elections

Bree Fram’s congressional campaign ends but her fight continues

Former highest-ranking trans military member steps back from Va. congressional race

Published

on

Bree Fram (Photo courtesy of Bree Fram)

After being forced to retire, Bree Fram couldn’t stop. Restless even after giving everything she had to make the United States Air Force — and later the Space Force — better in every way she could, Fram quickly turned toward a new mission: public office.

The same tenacity that fueled her rise from Air Force researcher to the highest-ranking openly transgender officer in the United States Armed Forces would eventually carry her onto the campaign trail in Virginia.

Now, after months of campaigning, countless conversations with voters, and abrupt shifts in Virginia’s political landscape, Fram has stepped back from her congressional run.

Fram sat down with the Blade to discuss her decision to step away, what she learned on the campaign trail, and what comes next.

Earlier this month, the Virginia Supreme Court struck down a voter-approved Democratic congressional redistricting plan that likely would have created multiple additional Democratic-leaning seats in the U.S. House. The ruling dramatically altered the district Fram had built her campaign around and left little time for candidates to adjust before voting began.

“That decision really was the end of my campaign, that there was not the chance after that ruling, particularly so late in the game, for me to meaningfully pivot back to a different district and have a conversation with voters with just five weeks to go until early voting started,” Fram said. “I do feel that the will of the people has been ignored over a technicality regarding the date of Election Day.”

For Fram, the ruling was not only politically devastating, but personally frustrating after months spent building relationships with voters and shaping a campaign around the district’s needs.

“What was incredibly disappointing about it was that none of the facts about the case had changed from the beginning of the year until when they made the ruling,” she said.

Still, Fram entered the race with a platform centered on affordability, government accountability, and protecting fundamental rights, pledging “to protect our rights, make opportunity affordable, and build a government that works for the people.”

That message focused heavily on affordability — one of the defining political issues of 2026 — and lowering costs for Virginians across ideological, geographic, and generational divides. Fram said voters responded warmly to that vision, even if it ultimately did not lead to an office in the Rayburn House Office Building on Capitol Hill.

“The experience on the trail was fantastic. As a first-time candidate, you never know what you’re really getting yourself into, but any chance I had to get out there and talk with people was amazing,” Fram said. “I had the opportunity to change folks’ minds about trans people, about people from Northern Virginia.”

One conversation with a rural Virginia voter especially stayed with her.

“I called someone who runs a rural art shop… and he started talking about Democrats messaging on trans issues being such a problem,” Fram recalled. “And I’m like, do you know that you’re talking to one?”

Throughout the campaign, Fram said she often found herself breaking down preconceived notions about both transgender people and military service. The impact of that visibility became especially clear during another interaction on the trail that still stays with her.

“I had a young person, maybe 20 years old, come up to me. I could tell there was something on their mind,” Fram said. “I preempted them by saying ‘If you were about to ask if I’m trans, the answer is yes.’”

The young person, she said, appeared visibly relieved.

“As we made small talk I could tell there was something else he wanted to ask,” Fram continued. “Eventually they got it out– that they think they might be too.”

The moment quickly turned emotional.

“And then I asked, do you need a hug, they leaned in at first and then just hung on for dear life,” she said. “So what it means to our community to have that kind of representation out there, and to hopefully inspire others, was incredibly important.”

For Fram, those moments became some of the most meaningful parts of the campaign.

“My experience, I think, helped just shape what was our strategy,” she said.

The campaign also came at a uniquely difficult moment in Fram’s life. The Human Rights Campaign honored Fram alongside four other transgender military officials during a Jan. 8 event in Washington commemorating the forced retirement of transgender service members following President Donald Trump’s Executive Order 14183, “Prioritizing Military Excellence and Readiness,” which directed the Pentagon to prohibit transgender, nonbinary, and gender-nonconforming people from serving openly in the military.

Even while navigating the fallout from the discriminatory policy that forced her retirement, Fram launched a campaign rooted heavily in direct voter engagement and personal storytelling.

Her decades in the military, she said, fundamentally shaped how she approached campaigning and leadership.

“As an officer, particularly the more senior you become, you get more and more training on ‘what does it mean to match your ends’ ways and means,’” Fram said. “My end goal was get into office … and constantly reassess what it looks like.”

Fram also said her military background informed her progressive politics more than many voters expected.

“My military background was interesting, because I was running as the progressive candidate,” she said. “People think you were in the military, how can you possibly be the progressive person?”

Her answer, she said, often surprised people.

“Well, where did you think I learned this stuff?” Fram said. “No matter who we were at the same rank, no matter what our job was, we all got paid the same. We all had government-provided health care where we never needed to worry about a medical bill.”

For Fram, and those who talked with her on the trail, military service reinforced the idea that good governance allows people to thrive.

“You actually learn a lot about progressive policies and good governance that lets people be their best self in the military,” she said. “We understand that military officers’ oaths don’t expire when their time in uniform does, and I think that resonated with a lot of people, that veterans can be part of the solution in getting us out of the situation that we are in today.”

Before launching her campaign, Fram built one of the most extensive careers of any openly transgender military officer in U.S. history, serving in senior leadership roles across the Air Force, Space Force, and intelligence community.

Most recently, she served as chief of the Requirements Integration Division at Headquarters, Space Force, after previously leading acquisition policy for the Air Force’s space programs. Earlier in her career, she oversaw advanced weapons and cyberspace programs at the Air Force Research Laboratory, managed billions in foreign military sales and intelligence-related operations, worked on Capitol Hill as a legislative fellow, and directed major engineering and national security programs at the National Reconnaissance Office.

Fram also co-led the Department of the Air Force’s LGBTQ+ Initiatives Team and deployed in support of Operation Iraqi Freedom. She holds a master’s degree from the Air Force Institute of Technology and is a distinguished graduate of the Naval War College.

Despite stepping away from the race, Fram said she remains optimistic about the future.

“When I look at the big picture of what we did and how we ran a campaign, that is what I’m most proud of,” she said. “It really is the strategy that my team and I were able to craft, the messaging that we were able to share, that was all about connecting our personal story, the story of America to something that says we need a vision of what can be.”

Fram rejected the idea that ending her congressional campaign means ending her public life altogether.

“I can absolutely guarantee that I will not get off the stage. It is just a question of what stage or stages do I jump to,” she said.

She also encouraged LGBTQ people — especially transgender Americans — to stay politically engaged despite increasingly hostile rhetoric and legislation nationwide.

“Just do it,” Fram said. “It is incredibly important to show at every level that people can engage with the political process and make a meaningful difference.”

Continue Reading

Congress

Eight Democrats break with party as House advances ‘Don’t Say Trans’ bill

Measure not expected to pass in Senate

Published

on

(Washington Blade photo by Michael Key)

The U.S. House of Representatives passed a federal “Don’t Say Trans” bill on Wednesday, attempting to force teachers to out transgender students nationwide.

The bill, House Resolution 2616, also called the “Stopping Indoctrination and Protecting Kids Act,” would require schools to get parental consent before allowing students to use their preferred, rather than originally assigned, gender markers, pronouns, or preferred name on any school form, and to use any sex-based accommodations, including locker rooms or bathrooms.

The bill amends Section 8526 of the Elementary and Secondary Education Act of 1965, legislation that allows for federal aid to help elementary and secondary education programs — particularly those under its lowest-income Title I-A program — to stop allocating funds to any education that teaches concepts “related to gender ideology.”

This is directly related to Executive Order 14168, also known as the “Defending Women From Gender Ideology Extremism and Restoring Biological Truth to the Federal Government” order, one of President Donald Trump’s first executive orders of his second term. It requires the federal government to recognize only sex assigned at birth and dismiss gender identity rather than sex.

The bill was sponsored by U.S. Rep. Tim Walberg (R-Mich.) and passed by a 217-198 margin. The vote fell mostly along party lines; however, eight Democrats voted for its passage. They were U.S. Reps. Henry Cuellar (D-Texas), Donald Davis (D-N.C.), Cleo Fields (D-La.), Laura Gillen (D-N.Y.), Vicente Gonzalez (D-Texas), Marcy Kaptur (D-Ohio), Marie Gluesenkamp Perez (D-Wash.), and Eugene Vindman (D-Va.).

Proponents of the bill argue a child’s gender identity should be directed by parents at home rather than in public schools.

Critics say this is dangerous and will force students to be outed by their teachers to parents — some of whom may not be supportive of their gender identity — which could lead to violence or possibly conversion therapy.

California Congressman Mark Takano, chair of the Congressional Equality Caucus, spoke on the House floor while the bill was being debated. 

“Republicans claim to be the party of small government, but they have no problem bringing the full force of the federal government down against children. The GOP thinks they can legislate transgender people out of existence with this inhumane Don’t Say Trans bill, but all they’re doing is making life worse for a small minority of already-vulnerable children,” Takano said. “I spent 24 years as an educator where I worked with hundreds of high school students and their parents. Most children go to their parents when they need help or are struggling — including transgender children — but not all parents are accepting. The forced outing provision of this bill puts teachers in an impossible situation by requiring them to out trans kids to their parents in certain situations — even if the teacher knows the student will likely face physical abuse. Students like these are who Republicans want to put in immediate physical danger with this bill.”

The Washington Blade talked to Tyler Hack’s, founder and executive director of the trans advocacy organization and Christopher Street Project PAC, following the bill’s passage.

“Most queer kids go to their families when they are figuring out who they are, and then not all queer kids have that option,” Hack told the Blade. “If this became law, it would harm those already vulnerable kids who rely on school as a safe place and might not have a safe place at home.”

They explained this is not about protecting parents’ rights to know what is going on with their children, but rather the weaponization of trans identity that has become a mainstream Republican ideal pushed by the Trump-Vance administration.

“Young people deserve the space to figure out who they are without the federal government interfering in their lives,” they said. “It is beyond the pale, or rather it should be beyond the pale, and has become a norm for Republicans in Congress to villainize kids, because I mean, this bill targets kids, it’s in the name of the bill, and it’s in the implications.”

Hack continued, saying that amid the rising cost of everyday necessities — from gas to groceries — and while the Trump-Vance administration continues to defund programs intended to help the most vulnerable Americans while creating slush funds for political allies, this is not what Congress should be focusing on.

“At a time when people are really struggling, and politicians need to be focused on lowering costs, they’re using queer and trans kids as political pawns,” Hack said. “They want to divide and conquer this country, and we need to stand up against them and unite behind values of inclusion and of trust in our teachers.”

David Stacy, the Human Rights Campaign’s vice president of government affairs, provided a statement to the Blade.

“Trans kids are not a political agenda — they are students who deserve safety and affirmation at school like anyone else,” Stacy said. “Despite the many pressing issues facing our nation, House Republicans continue their bizarre obsession with trans people. HR 2616 does not protect children. It targets them. This bill is cruel, and we’ll continue to fight to ensure it never becomes law.”

The bill will move to the U.S. Senate in the coming days and weeks, but it must first be reviewed by a Senate committee before leadership schedules it for a floor vote, where it will need 60 votes to pass.

Continue Reading

Popular