The terms ‘Rainbow Capitalism’ and ‘pink-washing’ float around on the internet every year during June, but they hold relevance all year, especially now. The name ‘Rainbow Capitalism’ makes this term sound more fun than real capitalism, but I assure you the hidden facets might change your mind. Allow me to explain: ‘Rainbow Capitalism’ refers to the use of LGBTQ+ themes, symbols, and ideas in marketing and products by companies to pander to individuals in the LGBTQ+ community. Pink-washing is a broader term, it encompasses any use of queer issues in a positive way to move attention away from negative actions from corporations or even territories.
Although Pride seems like the most elaborate celebration, its origins come from the Stonewall riots which began on June 28th, 1969. Police in New York City raided the Stonewall Inn, a gay club in NYC, and roughly mishandled bartenders and attendees. This was an immediate catalyst for protests outside the bar in the coming days and, in turn, the gay rights movement in the 1970s. The progress in the United States for the LGBTQ+ since then has been celebrated during June. It’s a time to recognize the beauty of our individuality, and the effort put in to reach this point.
Many companies, instead, have turned this special time into a great big marketing campaign. Have you ever walked into a mall during Pride month? I’m thinking of brands and stores like Converse, Target, and Hollister, whose shelves and walls are lined with advertisements for Pride gear. Brands change their logos on social media in support, and Disney especially has unveiled a lot of pride celebrations in their services and in the theme parks. In sum, Corporate America clearly is not lacking in ROY G. BIV. But how does this help anybody learn what we’re actually celebrating? And more specifically, what is it hiding? These companies really don’t have much to gain other than recognition, of course, and with that comes money. But underneath the flags and posters, a lot of corporations are causing true setbacks to the LGBTQ+ community. There are quite a handful of companies who are rainbow-washing that actually donate to anti-LGBT politicians and organizations.
The façade that companies present is entirely tarnished and worsened when their real intention isn’t even to help support the community. The first step in inclusion and equality is allowing people to feel like they’re accepted and integrated into society. When brands recognize them with rainbow merchandise or Instagram infographics, the world learns about LGBTQ+ terminology and ideology. The brands put in genuine work to seem progressive, modern, and forward thinking. So it hurts more, as a result, when LGBTQ+ people are only relevant from June 1st until June 30th; when the “PRIDE SALE” sign comes down from the windows, they fade back into obscurity and inferiority. Being queer or transgender may as well equate to being a fashion trend or a new movie release.
‘Rainbow Capitalism’ is the pinnacle of hatefulness and hopefulness; there’s a line that these companies approach to be progressive and inclusive, but money is the priority every time. It almost feels like a setback by its very nature of simulating support, but being wrong about it every single year.
Even though we’ve come a long way since the 1970s, the world is finding it harder and harder to have tough conversations. Society will find any way out of recognizing queer identities for too long (check out the “Don’t Say Gay” bill being passed in Florida RIGHT NOW), and no scapegoat is too outlandish. Companies, some of which actually have participated in pink-washing, are sponsors of the “Don’t Say Gay” legislation and homophobic lawmakers.
Again, this is merely a testament of how hard members of the LGBTQ+ community have fought to be equal only to face a new battle: economic manipulation and private enterprise.
There may always be a hidden agenda behind support from corporations, even when it feels sympathetic. It’s so easy to rejoice the fact that companies want to celebrate our love and our identities, but we must be mindful of the true battles and the harm of Rainbow Capitalism, in June and throughout the year.
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