In an apparent effort to avoid hateful reactions, Woolworths has turned off comments on its 2026 International Pride Month social media posts.
Cape Town content creator Luke Hackney highlighted the move in an Instagram video, arguing that it’s just one example demonstrating why Pride Month remains necessary.
On 2 June, Woolworths shared an upbeat video featuring behind-the-scenes footage from the retailer’s Pride capsule collection photoshoot, which includes rainbow-themed apparel such as tote bags, socks and T-shirts. The post was simply captioned: “Happy Pride Month!”
MambaOnline has confirmed that users cannot comment on the video posted on its Instagram, X, TikTok and Facebook. Other unrelated posts on the company’s social media pages, however, all appear to allow comments and replies.
Happy Pride Month!
Shop our Pride capsule: https://t.co/cyN9HV1VLF pic.twitter.com/3YBInMY2d2
— Woolworths SA (@WOOLWORTHS_SA) June 2, 2026
Woolworths Faces Ongoing Backlash Over Pride Campaigns
Woolworths has marked International Pride Month for several years as part of its Inclusive Justice Initiative. As a result, the retailer has repeatedly faced criticism from so-called “family values” organisations and conservative religious groups, including calls to boycott the company.
In addition to selling Pride-themed items during June, Woolworths typically rolls out in-store Pride displays and banners in some of its larger stores.
Previous Pride Month posts by the retailer have attracted hateful remarks from some members of the public, openly insulting and demeaning the LGBTQ+ community.
“So this year it seems that Woolworths has decided to avoid that circus entirely and just switch the comments off,” said Hackney.
Claims of Hostility Towards Staff and Displays
Disturbingly, Hackney also claimed that an acquaintance working for Woolworths told him that the company had previously needed to increase security in stores during Pride Month because “people were coming into stores vandalising the Pride merchandise displays, as well as intimidating, screaming at, and trying to physically assault staff.”
He added: “Every June somebody asks me… Why do we still need Pride? Why is there no straight Pride? Well, this, this is exactly why we still need Pride.”
MambaOnline has not independently verified these claims but has reached out to Woolworths for comment.
In a Facebook post on Sunday, anti-LGBTQ+ pastor Errol Naidoo criticised this year’s Woolworths Pride campaign, writing: “The Woolworths public indoctrination agenda continues despite the backlash.”
Critics typically claim that companies showing allyship with the LGBTQ+ community, like Woolworths, form part of a global conspiracy to “undermine” the traditional family simply by embracing diverse identities, relationships and families.
The Vilification of Inclusion
Hackney pointed out that LGBTQ+ people continue to face criminalisation in dozens of countries worldwide, referencing the recent passage of anti-LGBTQ+ legislation in Ghana. Even in countries with legal protections for queer people, such as South Africa, he noted, many still experience hate speech, stigma and violence.
“Pride Month exists because LGBTQ+ people spent generations being told to stay silent, stay hidden, to stay ashamed,” he said, going on to highlight the origins of the Pride movement following the 1969 Stonewall Riots in New York City.
“And yet… more than 50 years later, a supermarket cannot post rainbow-themed products without turning off the comment section because people cannot behave themselves around the existence of gay people. More than 50 years later, stores still have to worry about displays being vandalised because some people see inclusion as a personal attack.”
One Comment
I sometimes admit that some straight people need a Pride as well
Just so they can say I am sorry and I dont have to be ashamed anymore because I was a hatefull person.
This community always support Woolworths. We appreciate quality, care and veggies that dont rot on day 3.
We will support Woolworths now even more. Thanks