I don't think marketing is the right term here. It's more like the everything is in US flag design around 4th July or country flag design of wherever you are from around popular sport events. There is an increased ask for group identification symbols, so there are companies selling them. Very simple ask and offer. It's not like the LGBTQIA+ community is organized like a company with a head of marketing closing deals with stores like Target to sell their "merch".