As the clock strikes 12 and the month of June begins, companies and corporations globally change their logos, stick rainbows on their storefronts and release poorly designed products, which are supposedly meant to echo their allyship to the LBTQ+ community. Rainbow capitalism has become an increasingly prominent issue, particularly upon entering the 21st century. It describes the appropriation of the LGBTQ+ movement in capitalism and consumerism; companies seek to increase profits through performative actions disguised as showing support for the community.
Many companies aim to maximise profits during pride month by charging premium prices on pride-exclusive merchandise. Undoubtedly this is effective as studies have shown that approximately 70% of queer people were willing to pay these premium prices. Arguably these higher prices can be defended if the proceeds were to go towards charities or causes supporting the LGBTQ+ community however, more often than not, this is not the case. In some cases, the opposite is taking place; companies may show allyship during pride month but they are funding anti-LBTQ+ organisations or aiding in passing anti-LGBTQ+ bills.
Why is Rainbow Capitalism bad?
Rainbow capitalism can often stir people away from engaging in activism that will have a lasting impact as it creates an assumption that by consuming products, released for pride month, people are engaging in activism. While independently this is not an issue, it becomes one when people are less interested in engaging in a wider more collective movement that can have radical impacts. By diverting attention away from the pressing issues that the LGBTQ+ community faces, rainbow capitalism hinders the movement. Additionally, taglines that brands tote for pride month can be reductionist. The LGBTQ+ community should be accepted in society but this doesn’t mean they want to be told they’re fabulous or brilliant for being queer. Real acceptance is treating them as any other person would be treated; rainbow capitalism creates an environment where queer people are stereotyped as having to come out and are perceived primarily by how they identify. Rather than putting the LGBTQ+ community on a pedestal, the aim is to create a society where everyone is treated the same regardless of sexual orientation.
Rainbow Capitalism can be positive
Undoubtedly there are several issues with rainbow capitalism however we can’t deny the positive impact that some brands have had. Through the increased representation of LGBTQ+ community in advertisements, the societal acceptance of the community has increased. Moreover representation can and has helped queer people to feel more comfortable so it is essential that we continue to portray queer people and relationships within media. Having said this, the media can significantly contribute to perpetuating stereotypes of what someone in the LGBTQ+ community should look like or act like. Additionally certain groups within the community may feel even more alienated by not being represented at all and so an adverse effect is created. It is for these reasons that it is crucial that corporations work alongside and with the LGBTQ+ community.
Brands that did it right!
Of course not all brands have failed to show allyship and I’ll discuss a few who have hit the nail on the head.
Take Skittles’ advertising in 2023. They created pride month exclusive skittles packets which were embedded with QR codes that would lead customers to content created by LGBTQ+ storytellers. The released content spanned from queer fiction, real people, real voices and Audible Theater Originals. This marketing does profit Skittles, however it undoubtedly also helps in breaking down stereotypes while simultaneously aiming to increase societal acceptance of the community. They have clearly dedicated their resources to make an impact.
Genuinely supporting the community during pride month is essential however it really should be all year around. Annually during pride month, Levi’s donates $100,00 but they have also portrayed their allyship year round. In 1992 Levi’s became the first major corporation to provide domestic partner benefits to same sex couples. Moreover in 2008 they were the only company to file a brief with the California Supreme Court in support of same sex marriage. In more recent years they joined the Human Rights Campaign to allow a vote on legislation which would rule out LGBTQ+ discrimination. It is indisputable that Levi’s has made a lasting impact and have aided in advancing the LGBTQ+ movement.
What can companies do?
As previously mentioned collaboration with the LGBTQ+ community will be greatly beneficial but companies also need to work on being inclusive all year round, by regular featuring queer people. In addition firms should aim to create a comfortable workplace for people in the LGBTQ+ community through regulations such as rules against hate speech, which are properly enforced. Despite there being an increase in the above, another hurdle must be overcome first; these rules won’t have as much of an impact if people of the LGBTQ+ community aren’t being employed in the first place. This is an issue that is particularly important to tackle as people in the LGBTQ+ community face a disproportionate percentage of homelessness and unemployment, with the former partly to do with the difficulty of finding a job while being part of the community. If corporations can rethink their policies and strive to ensure they are more inclusive, they can make a genuine change.
Sanuya J
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