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By Aaron Hicklin
Mr. Hicklin is a former editor in chief of Out magazine.
I remember the heady days when Out magazine, which I edited from 2006 to 2018, would swell each June for L.G.B.T.Q. Pride month, its pages thick with ads. Our offices became cluttered with vodka bottles emblazoned in Pride flags, sneakers in rainbow hues, underwear so festively gay that they might as well have come with a parade permit. That deployment of marketing budgets to support the gay community became known as rainbow capitalism, and for a time it became a good business. So tickled were we by the excess of it all that we once devoted a feature to the annual deluge of swag. “Look at this,” we seemed to say. “We’ve arrived.”
Maybe we were naïve. The forces that once propelled corporate America into the arms of L.G.B.T.Q. America have pivoted, retreating under the weight of political backlash and the calculus of risk aversion. The pink pandering hasn’t gone away entirely, but the Trump administration’s assault on diversity, equity and inclusion initiatives has turned Pride from a brightly colored bandwagon for brands to jump on into a possible liability — or worse, a political statement.
