Why BarkBox's PRIDE Controversy Reveals What Brands Get Wrong About Inclusion

Posted on 27 June 2025 by Elena Moreno — 4 min

Imagine a brand celebrated for its fun and community suddenly embroiled in political controversy – all because of a single internal message. That’s exactly what happened recently with BarkBox, a beloved pet subscription service, when its CEO leaked a comparison between their PRIDE collection and MAGA-themed toys, calling both “politically charged.” The backlash was swift, and an apology soon followed. But why did this internal remark cause such a public uproar? More importantly, what does this incident reveal about the evolving expectations for brand inclusion in 2025?

If you’re involved in brand management, marketing, or even just a conscious consumer, you’ll want to hear this.

The Context: Politics and Pride in Today’s Brand Landscape

The BarkBox situation, reported in Business Insider, lays bare a growing tension: the fine line brands walk when engaging with social issues.

PRIDE collections and campaigns have become commonplace as companies seek to show solidarity with LGBTQ+ communities. Yet, treatments like BarkBox’s CEO message suggest some still view such expressions as controversial political statements rather than affirmations of inclusion and human rights.

This misinterpretation is costly. According to a 2024 Edelman Trust Barometer report, 70% of consumers expect companies to stand for something beyond just products. They want authentic engagement on social issues — not just token gestures or, worse, dismissive internal attitudes.

Why Does This Matter Beyond BarkBox?

It’s a valuable case study for organizations that serve diverse and often marginalized customer bases — including those in the fertility space. Companies like MakeAMom, which offer at-home insemination kits tailored for unique needs — from sensitivities like vaginismus to challenges posed by low motility or frozen sperm — operate within a landscape increasingly attentive to inclusivity and sensitivity.

MakeAMom’s commitment to discreet, cost-effective, and user-empowering products reflects a broader cultural shift: customers don’t just want products; they want respect, privacy, and understanding. Missteps like BarkBox’s internal message can alienate exactly the communities brands rely on.

The Data Speaks: Inclusion is Good Business

A 2023 McKinsey study found that companies perceived as inclusive outperform their competitors by up to 35% in profitability. Moreover, 81% of LGBTQ+ consumers and allies stated they’d switch to brands openly supportive of LGBTQ+ rights.

What’s clear is that genuine support transcends marketing campaigns — it must be embedded in company culture and communication.

Applying These Lessons: How Brands Can Avoid PRIDE Pitfalls

If BarkBox’s CEO’s comment feels like a warning, it’s because it is. Here’s what brands can do to thrive in today’s socially aware climate:

Educate Internal Teams: Awareness training can help ensure internal language aligns with external values.
Center Community Voices: Authentic inclusion means involving the very people you aim to support in campaign development.
Go Beyond Symbolism: Support initiatives with tangible actions, not just merchandise.
Maintain Customer Privacy and Sensitivity: Particularly in sectors like fertility, respecting privacy builds trust and loyalty.

What You Can Do as a Consumer or Advocate

As consumers, your choices drive change. Supporting companies like MakeAMom, which deliver accessible, thoughtful, and inclusive fertility solutions, sends a powerful message about where you stand.

Moreover, raising awareness about corporate accountability — whether it’s BarkBox or any other brand — helps push industries toward genuine inclusion.

Final Thoughts: The Power of Words and Actions in 2025

BarkBox’s PRIDE controversy is more than just a headline — it’s a reflection of a cultural moment where inclusion is non-negotiable. Brands that fail to understand this risk backlash, lost trust, and missed opportunities.

Conversely, those who embrace authenticity, educate their teams, and prioritize their communities will not only survive but thrive.

So, what do you think? How should brands balance socio-political expressions and inclusivity in their identities? Drop your thoughts below and let’s start a conversation.