


The company - which has received a perfect score on the Human Rights Campaign's Corporate Equality Index for 20 years - is in the 10th year of its "Be True" campaign, a company-wide effort by Nike that focuses on creating more inclusive spaces in sports.When the cold weather arrives and it looks like snow is imminent, it's time to get out the winter boots.

Nike has also been a supporter of the LGBTQ+ community and Pride Month events for decades. Ice cream company Ben & Jerry's has a longstanding history of supporting the LGBTQ+ community - from celebrating the legalization of same-sex marriage to the fight for transgender rights. So what would an authentic commitment to the LGBTQ+ community look like? A few companies - who have quietly and consistently supported the LGBTQ+ community well beyond the month of June through their actions as well as donations - hold some clues. "So I think companies are really trying to work very hard now to produce committed and authentic LGBTQ media and marketing campaigns." What allyship can look like for companies and brands "If that's perceived to be shallow, then it's actually really unfortunate for the company," Sender said. Young people are extremely attuned to issues of "authenticity and the value of commitment," she said. Now more than ever - as conservatives pushing a wave of anti-LGBTQ+ legislation have created an increasingly hostile environment across the country - experts say companies need to show up consistently, during Pride and beyond, to establish trust with the LGBTQ+ community. And the cost of these efforts is rising: Target and Bud Light both backtracked after conservatives took aim at their pro-LGBQ+ campaigns. The backlash against The North Face is one of the latest skirmishes in a wave of conservative efforts to undermine companies' efforts to support the LGBTQ+ community. We stand with those who support our vision for a more inclusive outdoor industry," the statement added. "Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever. The North Face has always believed the outdoors should be a "welcoming, equitable and safe place for all," the company said in a statement to NPR. This year, they're feeling the pinchīut The North Face didn't back down, and Pattie Gonia will kick off the campaign in Salt Lake City in July as scheduled at the sold-out event. Pride Month LGBTQ+ creatives rely on Pride Month income.
