The hollowness of corporate Pride

Corporations — entities that have long capitalized on social causes to chase profit — seem to be telling on themselves with an apparent pullback on Pride Month marketing this year. 

“There’s been a definite scaling back in both big and small ways,” Joanna Schwartz, a marketing professor who studies outreach to LGBTQ audiences at Georgia College & State University, told Vox. “I had expected some brand caution, but this year seems [to be] a near full-scale retreat.”

Multiple marketing experts Vox spoke to noted that some stores have toned down their...