With less than a month to go, brands should prepare for a Pride Month like no other.

As politicians propose a record number of more than 470 bills attacking LGBTQ+ rights across the country—specifically headline grabbing anti-trans and anti-drag bills—brands must proceed by understanding the landscape, the direction that activism is taking on both sides of the political spectrum and what being a corporate ally actually involves.

Brands that feature transgender people and drag queens are finding themselves in the center of an increasingly polarized culture war, as Anheuser-Busch recently discovered.

After a Bud Light social activation campaign featuring trans TikTok influencer Dylan Mulvaney prompted an anti-trans backlash, the company responded not by defending its approach, but by backing down. It placed two top marketing executives on leave and has vowed to “streamline the structure” of its marketing going forward.

As the unfortunate situation has proven, it’s an unprecedented time and brands should anticipate a reaction from any Pride campaign, or really any campaign featuring LGBTQ+ people. Nobody has all the answers, but brands should think about the following as we head into Pride:

Consider your intent

Given the charged cultural and political moment, brands need to decide on their level of commitment. How do you show up? Where do you show up? Why do you show up? Is it to expand your consumer base or to show that you’re LGBTQ+ friendly? That’s not enough this year. This is not the year for rainbow design or “Love is Love” social media posts. You will actually be harming your brand equity if you take a performative stance. 

Decide how you stand

If your brand is going out with a Pride campaign, you’re essentially announcing which “side” you’re on. Make sure that it’s not just a surface-level act. Decide, at the minimum, to engage in frontline activities to benefit the community, including measurable support to organizations focusing on LGBTQ+ issues such as homelessness, mental health and food insecurity.

Or do you want to devote your efforts to lobbying for systemic change? The two are intertwined, so ideally you will explore both. Also, ensure that your messaging comes from top C-suite executives and is not hidden behind campaigns. Pride is not a silent act.

Representation isn’t enough

You can’t celebrate pride without talking about what LGBTQ+ people are dealing with right now: being under attack. If you’re using drag queens in your campaign, you need to stand up in the current situation where drag performers are under attack. You can’t feature a drag queen without acknowledging the laws and bills in Tennessee, Kentucky, Oklahoma and elsewhere that are challenging their right to perform.

Protect your talent

If you feature a trans person or a drag performer in your campaign, you should anticipate a backlash and be prepared to create safe environments for your talent. Don’t let trolls or detractors derail your campaign. Most importantly, prioritize the physical and psychological safety of your talent.

Show up for your employees

If you're presenting your brand as an LGBTQ+ ally, you should be sure that you’re standing up for your LGBTQ+ employees. Any anti-trans legislation will potentially put the safety and well-being of your employees and their families at risk. Make sure your internal systems, DE&I policies and protections are up to date and up to par.

It's hard to celebrate Pride when your existence is being threatened. Unless you’re willing to back up your campaign with action or advocacy, it might end up hurting more than helping.