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BMW is taking heat from both liberals and conservatives over alleged Pride Month hypocrisy

June is Pride Month in many countries, including the U.S. Canada, Australia, Brazil, Spain, Germany and the United Kingdom. It’s an entire month dedicated to uplifting LGBTQ voices and celebrating their culture, history and rights.

It’s also a time of year when anti-LGBTQ voices can be the loudest, as evidenced last year by boycotts of major companies such as Target, Kohls, North Face and Anheuser Busch.

And speaking of major companies, Pride Month also erupts in rainbow colors on social media when major brands and corporations give their logos Pride-themed makeovers. However, this doesn’t sit well with some LGBTQ activists who see this as rainbow washing or disingenuously using Pride branding for their gain or to give themselves a deceptive air of often-derided as “virtue signaling.”

In 2024, it also seems rather perfunctory for major companies to celebrate Pride Month, because failure to do so could result in them being accused of bigotry.

It’s commendable when companies use their capital and platforms to generously and genuinely support LGBTQ organizations. But there’s something duplicitous about companies that jump on the bandwagon during Pride Month to curry favor with those who support LGBTQ rights and do little more.

One major company is getting called out by liberals and conservatives alike during Pride Month for very different reasons. BMW is taking heat from LGBTQ rights supporters for its public admission that it doesn’t celebrate Pride in the Middle East because of “cultural aspects.” Many right-wing people on Twitter who don’t support Pride Month are enjoying the schadenfreude of seeing a company openly admit to empty virtue signaling.

It all started when someone on Twitter asked why BMW doesn’t turn its logo rainbow-colored for its Middle Eastern Twitter feed during Pride Month. “How come you don’t proudly display your logos pride colors on your Middle East posts ???” they asked.

The car company’s response was cold and corporate. “This is an established practice at the BMW Group, which also takes into consideration market-specific legal regulations and country-specific cultural aspects,” BMW’s Twitter account responded.

The response begged a big question: If you don’t support LGBTQ rights in places where they are persecuted, do you really support them at all? In some countries in the Middle East, including Iran and Saudi Arabia, LGBTQ people can be punished by death.

Many accused BMW of hypocrisy for only supporting gay rights where it’s good for business.

Many thought that if BMW genuinely cared about LGBTQ rights, it would promote them where it matters most.

Some thought that BMW’s Pride Month logo gesture was rendered meaningless by its approach to the Middle East.

The fact that U.S. companies converted their logos to rainbow-themed during Price Month shows how far this country has come in the last 55 years since the Stonewall Riot kicked off the LGBTQ movement in the U.S. in 1969. However, the fact that companies are afraid to change their logos to rainbow-colored in some parts of the world shows how far we still have to go to guarantee those same rights across the globe.