Dylan Mulvaney and Bud Light. Target and “tuck-friendly” bathing suits. “Satanic Pride propaganda.”

Those were just some of the flash points in last year’s Pride merch madness that tested consumer brands’ relationships with the LGBTQ+ community.

After all the boycotts and right-wing outrage, where do companies stand when it comes to this year’s Pride merch offerings and allyship?

Pretty much where they’ve always been, according to a new survey.

Data from corporate executives and Fortune 500 leaders gathered by Gravity Research and reported by PR Daily indicates that 78% of companies are not planning any change in their Pride strategy in 2024. Thirteen percent were unsure, while 9% said changes are in the works.

When it comes to consumer goods, though, 30% said they’re reevaluating their approach to Pride.

One of those is Target, which bore the brunt of last year’s far-right rainbow backlash.

While the retail giant says they’re “committed to supporting the LGBTQIA+ community during Pride Month and year-round,” they’re slashing Pride-themed merch from at least half of their nearly 2000 stores. They’ll continue to have a presence at Pride events around the U.S., the company told LGBTQ Nation.

A collection of Pride products, including adult apparel, home products, food, and beverages, will be available in select stores and on Target’s website, they said, and “we will have internal programs to celebrate Pride 2024.”

That retreat contrasts with other brands with a long history of LGBTQ+ community engagement.

Hyatt describes their longstanding commitment to Pride and the LGBTQ+ community as “the right thing to do.”

“We also recognize it as our responsibility to create inclusive environments for our colleagues, guests, and customers feel a sense of belonging,” Jonathan Pinkerton, senior social media manager for Hyatt and chair of employee resource group HyPride LGBTQ+ Network, added.

“I’m very optimistic about Pride this year,” said Gerry Rodriguez, senior vice president of brand purpose at Edelman. “What we’re seeing is kind of a trend towards more engagement, more visibility, more authentic engagement and visibility.”

Rodriguez points out it’s good business, too, based on the demographics.

7.6% of the U.S. population identifies as LGBTQ+, according to Gallup, and that number rises the younger consumers are. More than one in give members of Gen Z identify as LGBTQ+, along with nearly 10% of Millennials.

“What does that mean for your future consumer, your future workforce?” Rodriguez asked. “If you’re thinking ahead, those things should be part of the equation.”

Hyatt’s Pinkerton pointed out data from Booking.com that shows 69% of LGBTQ+ travelers say they choose airlines and other brands that practice inclusion.

“So not only is it the right decision, data shows that when you offer a place of acceptance and celebration, people will spend more,” Pinkerton said.

“If there are lessons to be learned from last year, it’s ‘what are your values?’ And how are you standing in your values to authentically engage?” Rodriguez at Edelman asked.

“Clients that I’m working with a lot, they’re focusing on local and making sure that their employees feel seen and heard. They’re showing up where they’ve shown before and understanding that allyship is more than just reading the chapter saying the words and changing your logo to a rainbow.”