Corporate America's commitment to Pride Month under scrutiny

Corporate America's commitment to LGBTQ+ causes, messages and products is under an intense spotlight during Pride Month this year.

Why it matters: Companies like Target and Bud Light — which both caved after right-wing backlashes to LGBTQ-themed products and promotions — suddenly face extreme pressure after years of supporting Pride events without issue.

They're trying to delicately two-step their way through the vitriol, but consumers increasingly want them to take a stand with conviction.

The big picture: In the past, companies have been accused of "rainbow washing" — using Pride imagery and promotions to signal an otherwise half-hearted commitment to LGBTQ+ issues.

"From a corporate point of view, it was basically costless," University of Michigan marketing professor Erik Gordon tells Axios. "They spend more money on donuts."

But this year is different.