After some major brands pulled back their support of the LGBTQ+ community, many were shaken at the prospect that their continued fight for equality still stood to this day. Cheddar News explains.

<div class="block">After some major brands pulled back their support of the LGBTQ+ community, many were shaken at the prospect that their continued fight for equality still stood to this day. Cheddar News explains.</div>

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LGBTQ+ Community Responds to Pride Brands Backlash

Uh guys, it's becoming commonplace for big brands to show support for the LGBT Q community during Pride Month, both altruistic reasons and also for financial ones. But this year two major brands pulled back their support amid mounting pressure and the LGBT Q community is shaken as a result of that. So our senior reporter Chloe A looked into this, Abby Sugar runs her gender equal clothing brand, play out apparel from a showroom in the Bronx. We are leading the next generation of fashion by applying a equality to design shopping and gender expression. Sugar was shocked and disappointed when Target removed pride merchandise from its stores. After backlash from right wing activists, influencers and media, when there's ally coming from larger corporations, it is exciting. But then when there's back pedaling on that, it's very, very frustrating and it's kind of like, oh, nothing has changed. We're still fighting for this target isn't the only brand to bow to political pressure. A B Inbev's bud Light distanced itself from a partnership with trans influencer Dylan Mulvaney. After customers boycotted a target spokesperson pointed to the threat of violence against its team members to explain its shift. A B inbev did not respond to requests for comment. Marketing expert Marcus Collins said these types of actions are not only damaging to the LGBT Q plus community but to the companies themselves that when we aren't consistent or convicted with our values, then people realize you don't really feel that way and as a result, they step away because what you say you're about and what you actually do is incongruent. The LGBT Q plus community has an estimated $3.9 trillion in annual buying power globally. Communications strategist Bob Widick said brands risk alienating that community and other values driven. Consumers, young people, especially everywhere expect they don't ask, they expect their brands, their corporations to be accepted as for sugar. She isn't letting the controversy discourage her in the mission behind to play out apparel. When, when something is queer owned, we're not just designing clothes for queer people. I want you to feel really good expressing yourself and wearing what you love for cheddar news. I'm Chloe Alo.