Even in progressive strongholds like California, signs of a nationwide retreat from Pride visibility are surfacing. In early June, Target stores in the Bay Area noticeably reduced their Pride-themed displays compared to previous years, echoing a company-wide decision to limit merchandise placements after facing backlash in 2023, according to The Mercury News. A similar quieting is happening online; many national brands with a local footprint, including Levi’s and The North Face, opted for toned-down Pride messaging this year or skipped it altogether.

As corporations retreat from Pride, “rainbow capitalism” is fading, leaving queer-owned businesses and grassroots organizers to carry the visibility.

South Bay baker Rachel Turkal also isn’t backing down. At her pop-up bakery booth, a colorf

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