• by Sarah Mahoney , June 3, 2024

Macy’s and the Trevor Project have teamed up again, kicking off Pride month with a moving PSA focused on the mental health of LGBTQ youth.

Macy’s involvement, a continuation of a multiyear commitment that has helped raise $6.3 million for the Trevor Project since 2019, is notable, given the number of leading brands that have dialed down or abandoned previous commitments to Pride efforts as anti-LGBTQ groups step up their attacks.

“LGBTQ+ young people in particular have been victimized and have experienced a retraction of support from the larger community,” says a spokesperson for the Trevor Project. “We've all seen headlines of big-name brands that get backlash from anti-LGBTQ+ groups for supporting Pride, so that is the climate we're operating within.”

The Trevor Project reports that donations are down this year. While many nonprofits have recently experienced challenges in meeting fundraising goals — one leading industry report says online giving fell 1% in 2023 for various reasons — the downturn is hitting LGBTQ+ organizations particularly hard. The Chronicle of Philanthropy reports that while donations to such causes rose 46% between 2015 and 2019, they still account for just 0.13 of overall philanthropic support.

Imposter, the production company, helped create the spot, working with the nonprofit for multiple rounds of casting interviews.

LGBTQ+ young people are four times more likely to consider suicide than their straight and cisgender peers.

Macy’s, in addition to the round-up program for the Trevor Project, is kicking off its Pride + Joy month by spotlighting LGBTQ+-owned, founded and designed brands at Macy's, Bloomingdale’s and Bluemercury.

“As part of our Mission Every One commitment, we offer our customers, colleagues and communities products from LGBTQ+-owned, founded and designed brands, support Pride events nationwide and foster partnerships with crucial organizations,” said a Macy’s spokesperson in the announcement. “Our longstanding partnership with The Trevor Project supports LGBTQ+ youth through access to lifesaving counseling services and uplifting PSAs that encourage young people to live their truth and embrace their authentic selves.”

At Bloomingdale’s, for example, shoppers can sniff out products from House of Bo, which creates gender-neutral fragrances, or Onia swimwear for men and women.

Bluemercury is promoting inclusive skincare brands such as Atwater, Lafco, Mara and Ogee.

Macy’s is showing off Michael Aram’s luxury jewelry and décor, and Dai Moda, a 100% eco-fashion brand.

It also hosts a LiveStyle episode celebrating the stories behind LGBTQ+-owned, founded, and designed products.

And, as in the past, the retailer is showing off its Pride + Joy efforts in select Macy’s windows and local Pride marches nationwide.

Anti-LGBTQ tactics have moved beyond boycotts and the predictable internet bullying and misinformation efforts. Last year, anti-trans demonstrators entered Target stores, vandalized Pride displays, confronted employees and live-streamed threatening videos from inside stores. Target took down much of the merchandise, citing worker safety.

And in the last year, conservative groups have stepped up legal action against companies -- including Target -- for diversity and inclusion efforts, causing widespread retreats.

This year, Target announced a much more subdued approach to Pride, with merchandise appearing in select stores.

In addition to Macy’s, the Trevor Project’s other long-standing partners include Abercrombie & Fitch, Harry’s, Puma and the NFL.