Rainbow Capitalism and the Company Queer Card

We’ve seen it all before: at midnight on June 1st, brands will exchange their usual monotone social icons for a colorful reinvention in the name of allyship. Then, at 11:59 PM on June 30th, they will make the switcheroo back to their usual profile. Don’t get us wrong, any support is technically good support. But we can’t help the bad taste in our mouth when these temporarily technicolor companies don’t showcase their allyship year round. Our favorite places to shop love to contribute to the gay agenda, as long as it fits their marketing campaign, and who can blame us for wanting so cute queer merch? Let’s just take a minute to think about how companies capitalize off of Pride Month. You know, for fun!

Rainbows Are All the Rage

Also commonly referred to as “pink capitalism,” rainbow capitalism is a marketing technique used by companies when they claim to support the LGBTQ+ community, but their motivation lies in the profit they make from queer-branded merchandise. The Pride movement is then recentered around capitalism rather than the advocacy for human rights. Businesses of all sizes can participate in the wave of rainbow relevancy. The main culprits are the big names: Walmart, Target, Disney, and many more that we frequently shop.

The backlash these brands face on social media stems directly from the queer community. Whether it is in the form of silly TikTok videos rating full Pride collections or critical social commentary, a chunk of the gay community feels that the support of Pride-themed merch is baseless.

All Aboard the Ally-Ship

When the public eye puts the microscope on popular brands, they’re bound to be on their best behavior. It is no different when we look at companies to be vocal about human rights–Pride being the prime example. We make it too easy for companies to hop on social media, post a rainbow (bonus points if accompanied by some Lady Gaga lyrics), and call it a day. That isn’t to say that their actions aren’t raising awareness. When well-known brand names are vocal about supporting marginalized communities, they promote a safer and more accepting consumer base. The power of an Instagram post isn’t something to be underestimated.

There is an air of artificiality to digital activism, though, especially when the results directly put money into the pockets of massive corporations. Most of them don’t affiliate with the political movements that queer people rely on to maintain their rights and push for progression. Take Walmart for example: like clockwork, every June they come out (pun intended) with a Pride series of products that they go on to promote on socials and in-store. The profit from these sales follows the same pipeline as the rest of their earnings, funding labor-intensive and private prisons. All the while, they turn a blind eye to the prevalent criminalization of the LGBTQ+ community.

Combating the Capitalist Agenda

Let’s get the big hurdle out of the way: no one is trying to control what consumers buy. When it comes to LGBTQ+ merchandise, finding affordable and cute options can be challenging and, at times, difficult to find representation. Brands with Pride product lines tend to stick to the basics of rainbow flags, accessories, and an ironic tee or two. Luckily, we live in a world where a massive amount of the queer community are creatives.

There’s an easy solution to fill your shopping bags with some moral integrity, to shop small. Buying products from queer-owned small businesses is the best way to avoid contributing to rainbow capitalism. Be aware of who and what your money is going to. Trust local or little online businesses that are transparent about their practices and the personalities behind their brands. LGBTQ+ business owners need all of the assistance they can get. When you purchase from them, you are encouraging the growth of their career and supporting their livelihood.

Plus, you don’t have to worry about their pride being conditional. They’re gay year-round!

Pride is About the Power

Let’s wind down by recentering the conversation to what Pride is really about. At its core, Pride Month is a celebration and a protest for the people by the people. The real support shouldn’t be passed into the hands of cashiers but rather showcased in the streets. Pay attention to the parades and local Pride events, and use your platform–it doesn’t matter how big or small–to speak up about the concerns of the community. Positive LGBTQ+  representation in the product market is great, but the real power is among the policies that work to protect queer people.