Following Target’s announcement last week that it removed products and relocated Pride displays to the back of certain stores in the South, activists in the LGBTQ community are calling for new campaigns to convince corporate leaders not to cave to anti-LGBTQ groups.

“We need a strategy on how to deal with corporations that are experiencing enormous pressure to throw LGBTQ people under the bus,” said California state Sen. Scott Wiener, D-San Francisco, a member of the LGBTQ legislative caucus.

“We need to send a clear message to corporate America that if you’re our ally — if you are truly our ally — you need to be our ally, not just when it’s easy but also when it’s hard,” he said.

While the retailer said its actions were aimed at ensuring the safety and well-being of its employees after protesters knocked over Pride signs and confronted workers in stores, the controversy comes at a time when conflict over LGBTQ rights is simmering.