Bud Light, Target – and now Cracker Barrel? “We take no pleasure in reporting that @CrackBarrel has fallen,” the conservative group Texas Family said in a tweet last Thursday, in response to the southern-food restaurant chain marking Pride month on social media. “A once family-friendly establishment has caved to the mob.”

The conservative backlash against American brands appears to have reached new heights over the last few weeks as companies show their support for Pride month and other LGBTQ+ issues. It is part of a wider backlash against corporate involvement in social, environmental or political issues that appears to be gathering steam.

Corporate celebration of Pride month over recent years has seemed less radical amid growing criticism that parades and other events celebrating LGBTQ+ rights have actually become too corporatized. Critics have also pointed out that those same businesses are more than happy to fund politicians that oppose LGBTQ+ rights when it suits them. But conservatives have put those sponsorships back in the spotlight and are now more emboldened than ever to turn their fury against them.

At the political vanguard is Florida’s governor, Ron DeSantis, the presidential candidate who is in the middle of a legal battle with Disney after the company publicly criticized his “don’t say gay” bill to curb discussions on sexual orientation and gender identity in schools.