What L.A.'s LGBTQ+ shoppers want more from brands than Pride Month merch

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What L.A.'s LGBTQ+ shoppers want more from brands than Pride Month merch
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Have rainbows lost their significance? LGBTQ+ shoppers sound off on the proliferation of Pride Month merchandise — and what's missing in the corporate embrace of their community.

A Times reporter and photographer interviewed attendees at West Hollywood’s longstanding Pride celebration. At a time when states are implementing legislation targeting LGBTQ+ communities, some said they came to Pride for fun, some to find community, and some to be heard.“We’re a growing population who have significantly more support and allies than we’ve ever had before,” Schmider said.

Now, Pineda is watching all the companies that proudly turn their logos rainbow every year to see if they will take a stand as the political climate gets more hostile. “It makes sense to me why younger people now maybe aren’t as impressed as I would be by seeing a Pride flag at a bar,” she said. “But, I think it’s good that they don’t have the experiences that I’ve had where that means something significant.”

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