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With it being pride month, it becomes the time where every business imaginable changes their logos and icons on social media to have a pride flag within it momentarily. Like instead of the red box on the YouTube logo, it’ll be a rainbow box. Instead of the white font on the Coco-Cola is a rainbow. That sorta stuff. Alternatively, it can be big companies turning up at pride parades.
Whilst it’s GREAT, don’t get me wrong, I can see an issue with it. It’s an issue because those companies seem to do fuck all else for the LGBT community. There’s no donation to LGBT+ charities and there’s definitely no support for the community throughout the rest of the year. I just think that the big corporate chains use the rainbow flag to gain the support of gay or transgender people during this month because it will bring in more profit. Like “oooooo this fizzy drink brand supports gay rights so I’ll purchase ten thousand!”. I totally get why people get sucked into the branding.
It happens every year. As soon as the 1st June comes around, suddenly everywhere you see is rainbow. Some places have super good intentions like the rainbow flag comes along with year long donations or ongoing support but it is disappointing when all it is is the rainbow flag.
There’s also many brands or businesses who support the LGBT community during pride month and then for the rest of the year, donate money to anti-LGBT charities. I guess people reading this may not a couple but that’s exactly the problem. If you’re going to slap a rainbow flag on everything you sell to make it seem a lot more inclusive then at least be consistent and be pro-LGBT throughout the year too. Don’t just do it when it benefits your profit margins.
Rainbow capitalism dilutes the idea of pride festivals too. The original festivals were more protests than festivals; they were to show that the LGBT had a presence in the world and helped bring attention to the equal rights LGBT people needed. The first pride event was held on 28th June 1970, which was the anniversary of the Stonewall riots. It was a protest to stand against the atrocities that happened at Stonewall. Today pride events are more an institution with companies marketing their products with, like I said, the rainbow flag to gain some profit.
The bottom line is that I find rainbow capitalism really cute and it makes me very happy. I like knowing that even from 20 years ago, how much LGBT rights and acceptance has come along. But I get how evil it is. I’m kinda in the middle because I appreciate the acceptance but I think it should be consistent all year round and not just in June.