In June nearly all major brands wrap themselves in the rainbow: there is no easy switch to a less-offensive alternative in many sectors. But a response need not be a targeted punishment of one company to be meaningful. It can be a symbolic rejection of the entire mass consumer lifestyle—and an exercise in virtues that can help free from the constraints imposed by such consumption.

June is upon us, and with it the widespread celebration of “pride.” The left has made the vice that led to Satan’s downfall into the centerpiece of their cult, appropriating a sign of God’s covenant as its symbol. Sodomy is its primary sacrament.

As this evil display grows ever more pervasive, many debate how to protest. I have one proposal.

Aaron Renn reminds us that the right cannot simply mirror the left’s activism tactics — we need ones appropriate for our position and ends. Rather than look at what the left does during June and creating direct alternatives, let’s consider what gives them so much power.

Many claim the corporate embrace of pride should somehow embarrass the left—apparently a corruption or watering down of its original message. This is wrong.

Pride is the celebration of self—and of self-indulgence. It’s only natural that it’s been embraced by large companies pushing mass consumerism.

This points to a natural protest: Buy nothing in June.

My colleague Jon Stokes made the suggestion, building on an initial post by Josh Centers. They did not frame it as a protest or as directly related to “pride” (both are from the prepper world, and described this as a test of preparedness and exercise in thoughtful consumption), but the concept immediately stood out to me.

Consumerism neuters Christians, contributing to lifestyles where they are afraid to take risks, afraid to leave jobs at hostile companies that fund their lifestyles, afraid to take stands that might risk these jobs or professional advancement, afraid to adopt policies that would risk a Christian school’s status in sports leagues, etc. Mass consumer marketing shapes desires, selling not just products we may not need, but a picture of a lifestyle we are supposed to aspire to. And as becomes starkly obvious in June, those pushing this lifestyle embrace vice and reject virtue.

Boycotts may work in a few cases—most notably Bud Light, where the timing, public consumption dynamic, availability of easy substitutes, and regular data on impact all helped build momentum.

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