Let me set a scene.

You are watching a movie, and it is coming to the climax in Act 3. You think it is going to end a certain way. Perhaps you have an idea of what will happen next. Then suddenly, a twist happens. You [are caught] off guard. It changed the way you thought of the movie forever. You can never look at it the same again.

And if you thought American corporations were on the side of the LGBTQIA for Pride month, guess again.

Stereotypes

Fact. The LGBTQAI+ community has almost a trillion dollars in the US purchasing power and five trillion globally. 

For Pride Month, the stereotypes (particularly gay men) are: 

-Affluent and live upscale neighborhoods. 

-No economic challenges.

-Less / no children in their lives cause far more discretionary income. 

-Higher levels of education. 

-Have high-paying jobs. 

-Lesbians are more likely to be working class.

Are these statements factual? 

It turns out; marketers umbrellaed everyone in the LGBTQIA community [as a whole] instead of breaking it down to individuals who would buy their products. 

Gays and lesbians have a homeownership rate of 52%. But people who identify as many as other genders or gender expansive have the lowest real estate ownership rate. 

-LGBTQIA are more likely to live in households of poverty. 

-Same-sex could have a higher medium household income than opposite-sex married couples. But, LGBTQIA workers make up take-home pay 90% of $1001 couples to non-LGBTQIA workers. 

According to the NIH, a study of incomes in the 2013-2015 National Health Interview Survey reported average annual earnings of $39,903 for heterosexual women but $38,803 for bisexual women.

While some same-gender relationship households have higher median incomes than opposite-sex households, many factors affect the economic status of LGBTQ+ individuals and families, including discrimination, employment opportunities, and harassment resulting from their sexual orientation.

Bisexual women and heterosexual women fall to the same end.

The Brooks Institute also had insight into income disparities. 

Even people of color and transgender are [more likely] to earn less than $25K a year. 

New data from the Census Bureau reveal that LGBT respondents of color (26 percent) and transgender respondents (28 percent) are [even more likely] to earn less than $25,000.

There is (to be fair) little money from Pride. The big corporations are losing money. 

According to The Washington Post: Target has lost market capitalization, to $9 billion since May 17, 2023, amid a backlash over its Pride 2023 apparel line for children. 

Fox Business followed up. As of May 31, 2023, Target's market cap was $61.79 billion, down from over $74 billion earlier in the month. Target shares have fallen for eight straight days. Target's market value has [fallen] over $12 billion since the backlash.

Less Of It

Here is the backlash that wokeness will have on Fortune 500 company sales in the name of diversity, equity, and inclusion. 

Bud Light sales have declined significantly in recent weeks. For instance, nationwide retail sales of Bud Light were down 23.4% versus a year ago in the week ended April 29, and the decline worsened to 23.6% in the week ending on May 6

Disney stock was down 54%. It was down 44% by the end of December 2022. 

Ford and Miller have avoided such loss. But their work promotions went under the radar and were not aired publicly for an undisclosed reason. 

And this is also a fact, 

64% of corporations donate year-round to LGBTQ causes, while 32% do not. However, it is important to note that some corporations may engage in performative advertising during Pride Month while simultaneously donating to anti-LGBTQ causes or politicians, which can deter both queer and non-queer consumer. Therefore, it is [recommended] that consumers do some research to ensure that the corporations they support are genuinely committed to LGBTQ causes year-round and in meaningful ways.

Supporters of LGBTQIA+ can find themselves to have [been played] by corporations, conglomerates, and their shareholders in exchange for high ESG and CEI scores. 

Many America are boycotting these entities. And as an alternative, you could keep supporting local stores, restraints, and microbreweries (as there are too many to list here).

Or, if you are one of these [businesses], keep your audience in mind and not ESG or CEI. Stay loyal to your customer base for the long game instead of turning your back for short term profits.

Sources:

What is ESG? Definition and meaning

Target’s market cap plunges by $9 billion amid Pride clothing uproar

Target losses swell to $12.4 billion; shares at lowest since 2020

Bud Light’s sales drop is accelerating amid Dylan Mulvaney fiasco — and is now spilling into other Bud brands

Disney stock closed at its lowest level in more than eight years yesterday.

Disney Stock Plunges on Streaming Losses: Time to Buy the Dip?

Hiding behind rainbow flags: These companies' political donations don't match their support of LGBTQ issues

Corporate Equality Index Recertification FAQ

How to Attract New Customers Without Alienating the Base : A Case Study of Bud Light

UNEQUAL TAXATION AND UNDUE BURDENS FOR LGBT FAMILIES

The LGBT Community: Buying and Renting Homes

The Wage Gap Among LGBTQ+ Workers in the United States

Understanding the Well-Being of LGBTQI+ Populations.

Examining the economic status of same-gender relationship households

Same-Sex Married Couples Have Higher Income Than Opposite-Sex Married Couples