Matt Meeker, the CEO of Barkbox, issued an apology after a message from Reddit staff revealed that the company was considering dropping its marketing for a pride campaign due to concerns that it “feels like a political statement.”
Barkbox, a subscription service that provides various items for dogs, has offered pride-themed products as optional extras for the last four years.
In the leaked correspondence, an employee noted, “While we cherish celebrating pride, the current climate seems more politically charged than a universally enjoyable occasion for everyone who loves dogs.”
Some employees questioned whether pushing this campaign was wise, particularly when they’d be uncomfortable promoting a product with another politically tinged symbol, suggesting that it might be worth reevaluating the timing.
Meeker, who co-founded the company valued at $236 million back in 2011, acknowledged the apology on Instagram, confirming that the message came from a Barkbox employee.
He stated, “This message is rude and harmful to the LGBTQIA+ community, and as CEO, I’m accountable for it.”
Meeker expressed disagreement with the message’s content, asserting that it doesn’t represent the company’s values.
While he confirmed that Barkbox continues to sell pride-themed dog products online, he refrained from saying whether the marketing for the collection would be canceled.
Inquiries regarding the campaign’s status went unanswered by Barkbox.
Meeker further mentioned that the company contributes a portion of its profits from pride-related items to LGBTQIA+ nonprofits annually, adding that this year, they would commit 100% of the revenue.
His apology came after a swift backlash from customers and former employees online.
One user remarked on X, “Comparing @BarkBox to MAGA regarding LGBTQ+—if you offer this, cancel today’s subscription!”
Another user mentioned their disappointment, stating, “My former employer has halted all marketing for Pride products and ceased donations to worthwhile organizations.”
Barkbox isn’t alone in facing scrutiny over its marketing strategies for Pride products. Recent months have seen mass boycotts against various brands associated with Pride collections, including kids’ apparel and partnerships with transgender influencers, impacting their finances.
This month’s Pride event also saw notable sponsors pull back, indicating a reluctance to engage, likely fearing backlash from the Trump administration.
Longtime supporters of New York City’s Pride March, such as Mastercard, Citi, PepsiCo, and Nissan, have opted not to renew their sponsorships this year.
According to the leaked message from Barkbox, “This isn’t about withdrawing support; it’s about maintaining a tone that is inclusive and welcoming for everyone in our community.”
They cautioned that promoting this campaign at this moment might unintentionally signal to a segment of their audience that “We’re not for you.”
