I don't think Pride month means as much as you think it means.
I will give an example as you think it boosts awareness.
June is not only pride month. It is the official month of many other things (to boost awareness. Let's see if it works.
Are you aware June is the official month of....
Men's hezlth,
International Mens month,
Alzheimers month (maybe you just forgot)
Aphasia awareness month,
Cataract awareness month (I did not see that coming)
Hernia month.
Migraine and headache month,
Post traumatic stress disorder month,
scleroderma awareness,
Antiphospholipid antibody syndrome awareness,
child vision awareness,
Vision research,
Cancer from the sun awareness,
World infertility awareness,
And professional wellness.
Now. Were you aware of these? Eaa having an official month a factor in you knowing about these?
Can you name one single thing that is the offical month of July? (No googling)
Will you investment strategy in any of the official month of July items change because it is their official month?
To put it plainly official months are meaningless to the general world at large. It's just something small groups of people do to make them feel better about something. As a business plan its ridiculous.
An ETF wants to get as much money in it as it can. It wants money from all corners not just a select group of people.
Do you want only people who are LGBTQ oriented investing in the ETF? Or do you want anyone to invest in it?
Point is. The company is going to do what what it dies year round. It is not focused on 1 month, nor should it be.
It should be focused on making money year round.