Woolworths has responded to questions from MambaOnline about its decision to disable comments on its Pride Month social media posts, explaining that the move was made to protect its community rather than distance itself from LGBTQIA+ advocacy.
Observers noted that comments had been disabled on the retailer’s 2026 Pride Month content, prompting speculation about the reasons behind the decision and whether it reflected concerns about backlash to the campaign.
In a statement to MambaOnline, Woolworths stressed that LGBTQIA+ people were closely involved in shaping this year’s Pride initiative.
“I’d like to give you some comfort that members of the LGBTQIA+ community did indeed play an important role in our Pride initiatives this year,” a Woolworths spokesperson said. “All the cast members in our campaign were members of the community, and we have an internal WPride committee made up of queer folk who guide and shape our thinking.”
Addressing the decision to disable comments on Pride-related posts, the company explained that the practice is not new.
“We have disabled comments for our Pride content for two years to protect our community and cultivate a positive online presence,” the spokesperson said. “In the past, many comments have not been in line with our community guidelines, and to keep conversation in line with our values, we chose to restrict engagement. This is not limited to Pride, and disabling comments is a feature we have used a number of times in the past.”
The decision to restrict engagement on Pride-related content follows several years of public debate around Woolworths’ support for the LGBTQIA+ community. In 2023, the retailer faced significant backlash after launching its Pride Month campaign, which featured LGBTQIA+ community members, allyship messaging, and Pride-themed products.
Critics called for boycotts and accused the company of promoting a “woke” agenda, while others rallied in support of Woolworths’ commitment to inclusion and diversity. The retailer stood by the campaign and reaffirmed its support for LGBTQIA+ equality.
Woolworths also rejected a report that it had increased security measures around its Pride campaign in response to hostility or threats.
“This is not accurate; no further security measures have been taken in light of our Pride campaign,” the spokesperson said. The company further emphasised its commitment to inclusion despite criticism from some quarters.
“We have made our stance on marginalisation quite clear – Woolworths remains firmly in favour of inclusion, and we’ll continue to do our bit to make everyone feel like they belong,” the spokesperson added. “At Woolies, we’re proud of our approach to inclusive social justice, and we won’t be deterred by opposing reactions.”
While debate around corporate Pride campaigns, including both claims of “pinkwashing” and broader Trump-fuelled attacks on inclusion and diversity, continues both locally and internationally, Woolworths’ latest comments suggest that the company intends to maintain its public commitment to LGBTQIA+ allyship.
