June will be here in 11 days.
As Pride Month approaches, large corporations shift their focus to rainbow-themed marketing. These corporations produce pride themed products, like clothes embellished with slogans like, “Live Laugh Lesbian” and “Queer Queer Queer”, as well as rainbow-colored kitchen items and household decorations – all to show support for the LGBTQ+ community.
While these corporations generate generous profits, they often do not genuinely support LGBTQ+ or take true action against the issues the community face. This trend is widely referred to as “Rainbow Capitalism”, where corporations profit from merchandise or public appearances that seem supportive of the LGBTQ+ community to be seen as more ¨woke¨ or inclusive. In fact, reporter Bex Heimbrock states ¨their promises fall flat and rarely put their money where their mouth is.¨
Instead of actually utilizing profits to fund LGBTQ+ organizations or pushing for policy change, many brands stick to superficial actions, limiting their so-called activism to colorful packaging, Pride-specific collections, and vague declarations of inclusivity. This shows how in reality, these corporations are solely focusing on the monetary aspects of the movement rather than actually making a difference, revealing a growing disconnect between public support and real-world impact.
The most prominent examples of large corporations that are guilty of ´Rainbow Capitalism´ are Disney, Target, and Paypal. These companies should not be allowed to monopolize Pride Month for profit without accountability and if they market themselves as allies, they must take responsibility by following through with real support and actual donations. Merely using a rainbow logo, then removing it from their branding as the clock hits July 1st, 12:00 AM is not only shallow and dishonest, but also harmful to the LGBTQ+ community.
The commercialization of Pride Month by large corporations exposes a troubling pattern of performative allyship. True support for the LGBTQ+ community requires more than seasonal marketing. Committed support is needed such as funding, advocacy, and genuine inclusivity. Until corporations are held accountable for the gap between their branding and their impact, the entire meaning of Pride will continue to be diluted by profit-driven motives. The lasting impact of such actions harms the LGBTQ+ community rather than supporting the community.
References: Fresh Pisuttisarun. (2021, August 12). Before You Rain on Rainbow Capitalism – Harvard Political Review, The Harvard Political Review. Bex Heimbrock. (2023, June 6). Target Pride Boycott By Conservatives and the Problem With Rainbow Capitalism | Teen Vogue. Teen Vogue.
