This year, many corporations are backing away from Pride Month initiatives amid fears of political backlash. While brands like Target and Anheuser-Busch retract their LGBTQ+ support, Brooklyn Brewery takes a different route, choosing to allocate funds directly to the community. They will provide 25 grants of $1,000 to trans, nonbinary, or two-spirit individuals in New York. President Robin Ottaway emphasizes that direct donations are more impactful than traditional advertising, which they are foregoing in favor of meaningful support for those in need.
"We looked at what we'd typically spend on advertising during Pride Month and realized that money could have a much more meaningful impact if it went directly to the people who need it most."
"Instead of running flashy ads we are choosing to redirect that [money] into direct aid."
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