What brands can learn from The North Face’s response to Pride critics

The Summer of Pride campaign. Source: The North Face
Retailers are increasingly working with the LGBTQIA+ community. However, when faced with conservative backlash, their response can be a crucial test of their brand values and principles, as well as whether their commitment goes beyond just pinkwashing.   In May, Target Corporation, a US-based discount department store chain, scaled back its collection for Pride Month, with the retailer pulling products and merchandise, and citing threats to staff and customer safety. Meanwhile, in April, Bu

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