As July approaches, we’re taking a deep breath and looking back into what this year’s Pride month looked like, specifically through a packaging lens—this month had its own set of challenges regarding acceptance and inclusivity. For example, Target had some well-documented issues with its Pride merchandise this year (and store employees getting harassed) when it was pushed to the back of the store or removed entirely. Meanwhile, Starbucks workers alleged that Pride decorations were prohibited by management in various locations across the US. Before that, Anheuser-Busch’s stock dropped last April over conservative backlash in a partnership with a transgender activist.

It’s been challenging for brands to celebrate the LGBTQ+ community thanks to the measures right-wing activists continue to carry out across the country. It’s also a slippery slope for Pride merchandise and packaging as some feel it simply fuels corporate greed.

Still, it’s more important than ever for large corporations and brands to show their support this month through donations and awareness. However, if brands can’t, or won’t, stand up to hate groups, the gesture falls flat, and the brand’s true rainbow-washing colors come to light.