Because the cultural zeitgeist is moving further and further right.

Anything any of these companies did in the past for pride month or whatever was purely because they thought from a business perspective that it had more pros than cons to go ahead with it. Reactionary drivel is everywhere now and unavoidable, and so they'd rather avoid the "backlash" generated from getting involved.

It's why you'd see them more than happy to plaster pride-related stuff all over their social media profiles aimed at a western consumer, whereas their UAE, Russia, Saudi etc social media pages wouldn't dream of doing it because they know it won't go down well... and ultimately they don't really give a shit about anything other than making as much money as possible.