What is rainbow capitalism?

Brut America

Every June, rainbow logos, clothes, and packaging flood the market for #PrideMonth .... Here's why members of the LGBTQ+ community are calling out this trend of "rainbow capitalism."

Transcript

00:00It's the time of year for pride, and you know what that means.

00:03Corporate rainbow logos. Everywhere.

00:06♪♪

00:18I think I'd rather you just call me a slur.

00:21♪♪

00:25Rainbow capitalism is this extreme commercialization

00:29and commercial exploitation of the queer identity.

00:32When you have an organization like a large bank,

00:37say J.P. Morgan, then get to appear as a benevolent

00:42and fun and reaffirming and supportive organization,

00:46that helps their image.

00:48♪♪

01:03Zero?

01:04♪♪

01:24If you still want to paint your corporate logo rainbow colors, fine.

01:27Number one, you have to have pulled out of all states

01:30that have passed anti-LGBTQ and anti-trans legislation.

01:33So no more offices in states like Texas and Alabama.

01:36Number two, you have to have ended all donations

01:39to anti-trans and anti-LGBTQ politicians.

01:41Have you noticed that there's plenty of companies

01:44that didn't really say a darn thing about the

01:47don't say gay bill in Florida,

01:49yet all have beautiful pride merchandise

01:53all dropping right now.

01:55So just remember to support those that support us.

01:59Thanks. Have a great day.

02:01♪♪

02:10Hi, gay. Happy Pride Month.

02:13We are sashaying away with deals.

02:15We love gay, and it's awesome.

02:18We also make candles now.

02:20Wouldn't a candle be nice for gay stuff?

02:22Immediately obsessed that somebody decided to throw

02:24a derogatory word on a shirt for Pride Month.

02:26I want to say the design here is lacking,

02:28but honestly it would probably feel worse

02:30if they'd actually put effort into this.

02:32Of course, we've got the pronoun T-shirt

02:34for my favorite demographic of people

02:36who use all pronouns and then the plural us.

02:38This was a protest slogan used during the AIDS crisis,

02:40and the fact that Target is just going to slap that

02:42on a shirt and sell it for profit to millions of people.

02:45Ugh!

02:47I can confirm you are not having a stroke.

02:49This is $110 for a wearable version of the rug

02:53from your kindergarten classroom.

02:55So impactful. This will haunt my dreams.

03:00If you're a small business and you want to support

03:04the community, that's great, but it needs to be said.

03:07If you are not a member of the LGBTQIA plus community

03:11and you are selling Pride products for a profit,

03:14especially, especially if you're only doing so

03:17around Pride Month, you are participating

03:19in rainbow capitalism.

03:22Do you know how amazing it is for kids

03:24to be able to go into these stores

03:26and see themselves represented,

03:28even if just for a month?

03:30My favorite part of rainbow capitalism

03:32is every June on Facebook watching all the brands

03:36and sports teams and TV shows, etc.

03:40change their icons, and then you read the comments

03:43and the bigots are just losing their minds.

03:47change their icons, and then you read the comments

03:50and the bigots are just losing their minds.

Category

Transcript

Be the first to comment

Recommended