The 'Bethesda Pride Month Logos' meme originated in June 2020 when internet users noticed a stark contrast between the social media branding of Bethesda Softworks’ various regional accounts. While the North American and European accounts adopted rainbow-themed logos to celebrate Pride Month, the accounts for Bethesda Middle East and Bethesda Russia remained unchanged. This observation quickly went viral, becoming a symbol for the critique of 'rainbow capitalism'—the practice of corporations supporting LGBTQ+ rights only in markets where it is commercially safe and profitable. The meme is widely used to call out corporate hypocrisy and performative activism across various industries beyond just gaming.