Writer and producer Fran Tirado, who has worked on LGBTQ+ strategy at Netflix, Out and Vice, says that while advocating for queer and trans communities has become a corporate norm, it’s often just lip service. Another wrote: “Don’t buy any Pride stuff from a big box store. It’s straight fashion rainbows on it, I’ll pass,” wrote one user, mocking rainbow-designed T-shirts featuring slogans “Come to the gay side, we have rainbows” and “I can’t even think straight” from Walmart.

“All of the major corporations only care about us two months a year. Peter Tatchell says Pride merchandise should be made by LGBTQ+ creatives.