Compared to many recent Junes, Pride 2024 feels deadly quiet. 

While it felt like the writing was on the wall just last year, even previously rainbow-washed companies appear to be divesting from the annual celebration they were once eager to support. Brands were visibly intimidated after several campaigns became Fox News fixtures last spring, most notably Bud Light, who gave into right-wing pressure after their 2023 partnership with trans activist and social media star Dylan Mulvaney attracted a feverish boycott. It didn’t take long for critics to notice a drastic reduction in Pride merchandise across the board, with some brands even attempting to rewrite the narratives of rainbow merchandise in less explicitly queer directions.