Jenna Ellis, who once served as a lawyer for President Donald Trump, said she paused her BarkBox subscription over its Pride Month collection, highlighting the ongoing debate about how businesses should approach consumers’ diverging views on LGBTQ+ Pride.
Newsweek reached out to BarkBox for comment via email.
Why It Matters
Pride Month kicks off June 1 as the LGBTQ+ community commemorates the decades-long battle for rights, including same-sex marriage and anti-discrimination policies. It coincides with the 1969 Stonewall Inn riots in New York City, a pivotal moment in the fight for LGBTQ+ rights.
GLAAD, a LGBTQ+ media advocacy group, reported there were 2.5 anti-LGBTQ+ incidents each day in 2024, noting the rise in incidents follows new efforts to pass anti-LGBTQ+ legislation across the country. Proponents of Pride Month point to this data as to why it is important to celebrate the community
Companies that celebrate Pride Month have faced backlash from some conservatives who believe the month is not necessary and that businesses should remain neutral on political and culture war issues. There have been large protests against companies that have participated in celebrations in recent years, such as Bud Light and Target.
BarkBox is a monthly subscription service that provides dog products and services to pet owners.
What To Know
Ellis, who now works as a senior policy adviser for the American Family Association, shared on the social media platform X (formerly Twitter) that she opted to put her BarkBox subscription on pause in June due to the company’s Pride collection. She shared a screenshot of a customer service chat in which she asked not to receive the box for June.
She wrote that she does not want Pride merchandise in her BarkBox because it “goes against my religious beliefs.”
“I understand and respect your beliefs,” the customer service representative wrote in response. “I will skip both boxes for June and resume in July.”
Another X user wrote that when they inquired about the Pride collection, a customer service representative informed them that the Pride theme would only be available as an additional add-on and would not be sent to consumers automatically. Instead, customers would get a “Backyard BBQ” theme.
Ellis told Newsweek that she was not informed of a BBQ theme for June.
BarkBox posted on X on May 27: “Rest assured, we don’t include certain themes, such as the Pride theme, in our regular subscription boxes, as we know they may not be suitable for everyone. Instead, we’ve made them available as an optional Add to Box item for subscribers who choose to receive them.”
The company unveiled its Pride collection earlier in May. It includes dog toy products like “Slay the Dragon Queen,” “Pride March of the Penguins,” and “Golden Squirrels,” an apparent reference to The Golden Girls.
Recent years have seen shifts in sentiment regarding LGBTQ+ rights. Gallup found in May 2024 that 64 percent of Americans believe it is “morally acceptable” to have “gay or lesbian relations, down from 71 percent in 2022.
What People Are Saying
Jenna Ellis told Newsweek in a statement: “Customers shouldn’t have to choose between their conscience and a box of dog toys. When companies push a political or ideological message, they risk losing customers who simply want the product, not to advance an agenda. Opting out is about conviction. For many faith communities, Pride Month pushes an agenda that demands affirmation and engagement at the expense of our beliefs and traditional moral values. Companies that choose to promote Pride Month are no longer just selling products—they’re promoting worldviews.
“And if ‘inclusion’ is the goal, why is it only extended to the LGBTQ community? Why not celebrate the Christian faith, military families, adoption, or traditional values—groups that make up a larger percentage of their consumer base? This is not really about inclusion—it’s forcing selective virtue-signaling. Also, let’s be honest—dogs don’t need toys like a ‘loud and proud cloud.’ They just want to play fetch. Keep the agenda out of my doggo’s toy box.”
GLAAD President & CEO Sarah Kate Ellis, in a statement last week: “Support for LGBTQ people and employees remains a business imperative that bonds companies to consumers and unites our country. Companies and leaders must listen to consumers who are demanding that brands prioritize values of freedom, inclusion and growth over rank politics. With LGBTQ, Black, and Hispanic consumers growing exponentially, companies that bow to opponents of inclusion will miss out on key growth segments.”
What Happens Next
Pride Month will begin over the weekend, and many other businesses have already rolled out their own Pride collections. The debate over LGBTQ+ Pride Month will likely continue over the coming weeks.
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