A return to sanity?

Recent controversies related to LGBTQ issues underline the truth that everyday Americans have had enough. The brashness of the LGTBQ movement and its agenda to push its values into every corner of society is constant. This summer has provided countless examples of companies that worship at the altar of the ever-changing rainbow flag. They bow to the endless demands. They create rainbow logos, sponsor drag events and parades, and hire activists as brand sponsors and executives. These companies go to great lengths to signal their virtue and show their participation in the movement, despite how few of their customers fit in the growing alphabet of categories.  

But has a shift taken place? Multiple companies have taken a public hit in the last few months for supporting the LGTBQ movement. The first example started on April 1 with Bud Light. That brand partnered with Dylan Mulvaney, a transgender influencer on social media. The Bud Light can, with Dylan’s likeness on it, kick-started an aggressive backlash from longtime customers and a boycott began. Sales from Bud Light dropped and remain in a freefall. Bud Light is no longer the top-selling beer in America. Consumers made a clear statement.

The second example began in May with Target. A discovery that Target sold LGTBQ apparel made by a designer whose work includes satanic and occult apparel sparked more outrage. As people explored further, they discovered baby onesies with rainbow patterns and merch reading, “We belong everywhere” on a trans flag, and “Too queer for here,” “Cure transphobia not trans people”’ on other items. They also carried women’s bathing suits designed for men, known as “tuck friendly.” Within a week of the boycotts, Target lost over $10 billion. The backlash led Target to pull much of their LGTBQ merchandise despite the cries of outrage from activists.  

Two major professional sports leagues backed down as well. The NHL and MLB both canceled their “Pride night” jerseys. The NHL teams wore specialty warm-up jerseys, and the MLB had Pride logos on their uniforms. These decisions followed previous altercations with players who refused to wear the jerseys because of their religious convictions.

One website wrote an article listing all the players who didn’t wear them, lamenting how important these Pride nights are for “inclusivity and diversity.” NHL Commissioner Gary Bettman stated his desire in removing these nights and jerseys is to keep “the focus on the game.” This is what Americans want. Let them go to hockey games without having LGBTQ activism shoved on them. Sell them beer. Provide their kids with clothing and bathing suits to buy without sexualizing or grooming them. That’s all they want.  

Bud Light and Target forgot that many customers do not wave rainbow flags. Many people never voice their opinions on sexuality and gender because they fear the backlash and repercussions. But these boycotts show that many do not align with the LGBTQ’s mission to remake society as we know it. People are sick of having it thrown in their faces. The NHL and NBA took notice and action. The LGBTQ movement faces brand fatigue.

This happens when a company’s public presence and message stop having a positive effect. It’s the point where the visibility and frequency work against the brand instead of for it. Famous people have this dilemma too. Jennifer Lopez had a stretch in the early 2000s where she had hit songs, music videos, starred in movies, graced magazine covers, and fueled tabloids with her relationship with Ben Affleck. “JLo” was everywhere. Then she wasn’t. People grew tired of seeing her in everything. This captures where the LGBTQ movement may be at this moment. Fatigue has set in.  

Does this mean the LGBTQ’s dominance is over? No. They continue to gain momentum in almost every industry and institution. Their grip on the culture is strong, but it’s not total. Signs of fight exist in our world. Not everyone has bowed the knee to Rainbow Baal. The Bud Light and Target responses remind us that sane people still exist. The NHL and MLB retreats show how people’s voices still have power. Ground can still be gained. The grip has loosened. Christians should see this as our opening to show a better vision for human flourishing in society.