‘Multiple threats’: Pride backlash turning violent

A trans performer spruiks for a beer company, and America goes crazy. Activists say the ‘Pride backlash’ is definitely on, and it’s happening Down Under, too.

Dylan Mulvaney in the Bud Light clip she posted to Instagram.

It lasted just 48 seconds, but it will likely go down as the most costly beer ad ever.

Days after US trans performer Dylan Mulvaney posted a clip to Instagram on April 1 spruiking a partnership with Bud Light beer, hell broke loose.

Outraged commentators roared from their soapboxes. Republican presidential contender Ron De Santis denounced “woke companies” who were “trying to change our country”. Kid Rock machine-gunned a slab of Bud Light slab in protest. Boycotts kicked off immediately.

Brewer Anheuser-Busch InBev is estimated to have lost US$13 billion from its market cap as a result, while Bud Light is no longer America’s best-selling beer.

The company had actually been marketing to the LGBTQIA+ community for over a decade, prompting many to wonder what had suddenly changed. Has Middle America just had enough of the rainbow flag being waved in its face? Is the sudden rise in trans visibility – like Calvin Klein’s sports bra ad featuring trans man Bappie Kortram – pressing buttons some people just don’t want pressed?

Some say Anheuser’s losses are evidence of the modern marketing maxim “go woke, go broke”.

Dylan Mulvaney’s post for Bud Light.

Calvin Klein used transgender man Bappie Kortram to model a sports bra. Picture: Supplied

Others say it’s more nuanced, pointing out Anheuser has regained a third of the ground it initially lost, and some losses actually stem from the LGBTQIA+ community launching its own boycott, disillusioned with the brewer’s weak defence of Mulvaney.

Anheuser’s problems are part of a “pride backlash” happening in America right now, with companies who sponsor pride festivals, market to the LGBTQIA+ community or sell trans-affirming products facing boycotts.

Companies as diverse as Ford, Nike and Adidas have all been targeted, while the losses for Target and North Face, which both stock pride-themed clothing, have been substantial.

It comes as state legislatures push through new laws governing trans treatments, public bathrooms and even drag performances, while formerly uncontested events like drag queen story time sessions in public libraries draw bomb threats.

Marlene (did not want to provide last name) and Jill Dahne protest outside of a Target store on June 1, 2023 in Miami, Florida. The protesters were reacting to Pride Month merchandise featuring the rainbow flag. Picture: Joe Raedle/Getty Images via AFP

Earlier this month the advocacy organisation Human Rights Campaign (HRC) warned LGBTQ+ Americans were “living in a state of emergency”

“The multiplying threats facing millions in our community are not just perceived – they are real, tangible and dangerous. In many cases they are resulting in violence,” HRC president Kelley Robinson said.

More than 500 anti-LGBTQ+ bills had been introduced to state legislatures this year so far, making 2023 “the worst year on record for anti-LGBTQ+ legislation,” Ms Robinson said.

Academic and activist Professor Dennis Altman said moves against sexual and gender minorities were happening in many parts of the world, not just the US, but in America they were being driven by “deliberate political manipulation”.

“This has been seized upon as an issue that can mobilise people more easily than attacking other vulnerable groups. I don’t think Ron De Santis necessarily believes the crap he says; he sees it as a useful way of stirring people up to support his campaigns,” Prof Altman said.

Professor Dennis Altman. Picture: Ben Lindberg

Australia has not been immune from the pride backlash, as the presence of neo Nazis at an anti-trans rally on the steps of Victoria’s Parliament House on March 18 demonstrated.

“We are seeing [the backlash] here, but I think the difference is so far no serious politician in Australia has taken it up,” Prof Altman said.

“John Pesutto pushed Moira Deeming out of the Victorian Liberal party [after she spoke at the March 18 rally] which I think is an enormously welcome and important sign.”

"Pride wear" items withdrawn from sale in Target stores in the US after an outcry from anti-LGBTIQA+ protesters. Picture: Supplied

Companies that sponsor local LGBTQIA+ celebrations like Sydney’s Mardi Gras, also don’t seem to have been targeted by haters as yet.

American Express, Optus and Coles all confirmed this week their existing sponsorships with Mardi Gras would continue in 2024.

An American Express spokesperson said being principal sponsor was part of their “commitment to diversity, equity and inclusion and reflects our longstanding backing of the LGBTQIA+ community”.

People march with Disney Pride at the 2023 LA Pride Parade on June 11, 2023 in Hollywood, California. Picture: Robyn Beck/AFP

Optus’s spokesperson said they had “only received extremely positive feedback from our staff since our partnership began” and they were motivated by a belief that “our differences make us stronger”.

A Coles spokesperson revealed 10 per cent of staff identified as LGBTQIA+.

“We want everyone to feel comfortable being themselves at work or shopping in our stores and our aim is to support positive mental health outcomes,” the spokesperson said.

A customer shops for Pride Month accessories at a Target store in Austin, Texas, on June 6, 2023. Picture: Brandon Bell/Getty Images via AFP

Mardi Gras chair Giovani Campolo-Arcidaco said he had not detected any nervousness from sponsors in the wake of what had been happening in the US.

“I feel our sponsors are invested in what Mardi Gras is trying to do and they will continue to support us,” he said.

Mr Campolo-Arcidaco said while there were signs of a pride backlash in Australia, the reality was LGBTQIA+ people “have been fighting against this kind of behaviour forever”.

“There are LGBTI people who say why do we need a [Mardi Gras] parade any more. The reality is that visibility is required; we have to keep reminding ourselves that things can always go back,” he said. “If people have an issue with the visibility of LGBTIQA+ realities, it is really their problem. We are not putting up a show; these are our lives, and to be aked to go back to the closet is not an option.”