It's that time of the year again! Pride month is upon us, and as we gear up to celebrate the beautiful diversity of the LGBTQ+ community, let's take a moment to reflect on the impact of rainbow capitalism and corporate pride. Last year, I emphasized the importance of shopping local for all your Pride needs, and this year, I want to delve deeper into this topic.
What is Rainbow Capitalism?
Also known as "pink washing," rainbow capitalism occurs when large corporations and banks prioritize LGBTQ+ representation in their marketing without genuinely supporting the community. It's essentially pandering for profit, without any substantial care or respect for the LGBTQ+ community. The worst part? This trend typically emerges during June, LGBTQ+ pride month, starting in late May and ending abruptly on July 1st.
Has Rainbow Capitalism Improved?
Thankfully, the growing awareness of tokenism has prompted corporations to reconsider their approach. However, the temptation of a cash grab still lingers. Priya Elan from The Guardian highlighted this issue in a statistical analysis, emphasizing how this performative activism can do more harm than good. So, what can we do instead?
Embracing the Individuality of Queer People
Queer people are as diverse and unique as any other group, and that's something to celebrate! Each individual contributes to the richness of our community, and being queer is just one facet of their incredible and unique identities.
Moving Beyond Pandering
Now, let's return to the essence of this article. Has pride month pandering improved in 2022? Over the past few years, we've witnessed a conscious shift towards more compassionate marketing, and the same applies to Pride. Many corporations now ensure that a portion of their proceeds goes to LGBTQ+ organizations, which is a step in the right direction, though it's not the complete solution.
Supporting LGBTQ+ Businesses Year-Round
Here's a better step: supporting LGBTQ+ owned and operated businesses directly, not just during Pride month but throughout the year. To make it easier for you, we've compiled a guide featuring a few such businesses you can support right now. And for an even greater impact, consider keeping it local!
I couldn't be prouder to be a part of Only In My Dreams Events, an LGBTQ+ owned and operated organization. We believe in supporting our community and celebrating our achievements together. We are also affiliated with the Massachusetts LGBT Chamber of Commerce, an advocacy organization that registers and supports LGBTQ+ owned businesses across the state.
Local Pride Festivals: A Celebration of Community
Lastly, if you have the privilege of living in a city or town that hosts a local pride festival, make sure to attend! These festivals are not only joyous celebrations but also provide a platform for queer-owned small businesses that need your support. Let's stand together and uplift these businesses, especially in places where the human decency of queer people is not respected.
As we embark on another Pride month, let's move beyond rainbow capitalism and corporate pride. Let's celebrate our community's vibrant diversity by supporting LGBTQ+ businesses, embracing individuality, and cherishing the spirit of Pride throughout the year. Together, we can create a more inclusive and accepting world.
