Dozens of big companies from Delta and Coca-Cola to Walmart are sponsoring LGBTQ+ Pride events and displaying racks of Pride-themed merchandise. But this year, the rainbow has lost some shine. Longtime Pride sponsors like Bud Light and Target have come under attack by conservatives for their LGBTQ-friendly marketing. Calls to boycott Kohl’s, Lego and Southwest Airlines for their LGBTQ-friendly marketing have also popped up in recent days. Nonetheless, many big companies are still backing Pride celebrations. Some say they want to support their LGBTQ+ employees. They also don't want to turn their back on a population with significant spending power.