If there was any doubt that brands are falling in line and caving into the demands of the Trump administration and right-wing activists, we have some fairly recent evidence.

For starters, restaurant chain Cracker Barrel did a quick 180 on its recent brand refresh after facing conservative backlash (and, well, overall design industry hate). They also quietly removed their DEI and Pride pages after reverting to the ol’ kidney bean and old timer. Meanwhile, Starbucks threw one of its “partners” (the term it uses for its employees) under the bus for refusing to get political and write the slain, divisive podcaster Charlie Kirk’s name on cups (so much for that added personal touch). Also, broadcaster ABC “indefinitely suspended” Jimmy Kimmel Live! after FCC chair Brendan Carr threatened to pull the broadcast licenses of the network’s affiliates on the right-wing podcast The Benny Show (who, it’s worth mentioning, was “duped” into taking Russian propaganda money).

Now, you can count Colgate among the brands bowing down to conservative pressure. The toothpaste brand agreed to change its packaging design after Texas Attorney General Ken Paxton launched an investigation into the oral care brand’s marketing and packaging. Specifically, the Texas attorney general alleged that the toothpaste maker, which markets brands such as Colgate, Tom’s of Maine, and Hello, depicted the products in advertising and packaging in a manner deemed dangerous and misleading.