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Pride was born from protest, not profit. Yet, companies scramble to drape themselves in rainbow flags as soon as Pride approaches. But is their support real, or just another way to cash in on a movement? Let’s dive into rainbow capitalism and uncover who’s truly standing with the LGBTQ+ community—and who’s just in it for show.
History of Pride
The first pride march took place one year after the Stonewall Uprising of 1969 in New York. Stonewall Inn, a popular LGBTQ+ bar, was raided by police in the early hours of June 28th. Unlawful arrests took place and violence ensued. Word of what was happening spread around quickly and protestors gathered and stood their ground in front of Stonewall for the following week, where further violence occurred.
Rainbow Capitalism
Rainbow capitalism or pink capitalism, refers to the practice of companies expressing support for LGBTQ+ causes and communities, while primarily focusing on selling merchandise for profit and taking advantage of the trend for financial gain. As a consequence, capitalism takes precedence over LGBTQ+ issues at Pride events. While the commercialisation of Pride has increased visibility for LGBTQ+ causes, it often shifts the focus away from protests, rights, and freedom, turning it into an opportunity for profit-making instead.
Real VS Superficial Support
It's easy for companies to slap a rainbow on their logo and call it support. But how can you tell who's genuinely behind the LGBTQ+ community and who's just using Pride as a sales pitch? Start by looking at what they do beyond seasonal marketing.
Check a company's history: Are they involved with LGBTQ+ causes year-round, or do they vanish after Pride Month ends? True allies will have a consistent record of supporting the community through meaningful actions, like policy advocacy or donations.
Finally, pay attention to their core values. A company’s real commitment will show in how they treat their own employees. Are they creating safe, inclusive spaces for LGBTQ+ individuals to thrive? True support isn’t performative—it’s lived, it’s policy-driven, and it’s a daily practice.
Discrimination
Even though improvements have been made over recent years, workplace discrimination against LGBTQ+ individuals remains prominent. There are several resources to search companies and find detailed statistics on how they treat their workers. ‘The Human Rights Campaign’ is a website that allows you to do exactly this. Therefore, if you are unsure about whether you should purchase a product or service based on how the company’s employees are being treated, a quick one-minute search will solve your inquisitiveness, and ultimately help you support the right businesses. Kindly find the link for this resource at the end of the article.
Moving Forward
As we move forward, it is essential to reclaim the true spirit of Pride.
Pride was built on action, not sales. As consumers, we have the power to demand more from companies—real action, not just rainbow logos. It’s time to bring Pride back to its roots by standing with businesses that make a real impact all year long, not just during Pride Month. Together, we can ensure Pride remains about progress, not profit. Don’t be deluded.
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