Once gaining momentum at breakneck speed on the cultural front, the transgender movement — and the LGBT cause by extension — appears to have lost traction.

This year’s Pride Month, big-box retailers such as Target, which faced consumer backlash for its “tuck-friendly” swimsuits in 2023, noticeably scaled back their LGBT showcases. Instead of setting up front-and-center promotional displays, some chains have placed their Pride collections elsewhere, made them seemingly hidden and hard to find, or offered them only in select stores.