Pride shouldn’t be a commercial celebration – The Daily Eastern News
Pride month has rolled around again and with it, companies are coming out of the woods to produce LGBT + inspired products out of which something often called ‘rainbow capitalism’ was born.
Rainbow capitalism associates the LGBT + movement with consumerism.
Often people do not analyze the intentions and beliefs of companies that use LGBT + symbols for marketing.
A big problem with this is that some companies will market to LGBT +, but still use the money to donate to anti-LGBT organizations. They will use rainbows in their products to cover up their past.
This refers to performative action. Performative action, or performative activism, involves doing certain acts that seem useful at first glance, but without doing anything that will create real change.
We see rainbows and other pride flags in fashion, food brands, and even candles, but what does that have to do with liberating the LGBT + community?
The one that confuses me the most is when some brands combine LGBT + flags with the American flag as if the pride itself hadn’t started as a riot against American values of heteronormativity and the police state.
It may be the same product they sold before, but with our flag colors and identities.
There is a difference between marketing to a group and exploiting the group for its identity and then returning to it to donate that money to organizations that can harm the LGBT + community.
One way to combat this is to check the history of corporate ideals and find out where they are putting their money, but an even easier way to be safe is to support businesses backed by LGBT + people.
You get your products and you support the LGBT + community while you’re at it.
It is not a terrible thing to buy these products associated with rainbow capitalism, but to buy them just to show that he is an ally and to do nothing else in terms of supporting the community is performative. .
Pride in the United States as a major movement is recognized as having started with the Stonewall Riots in 1969 and it is important to remember this and not let it boil down to fashion and products with our slapped identities. above.
We must prevent capitalism from profiting from our struggle for human rights. If companies are going to market to marginalized groups and act like they care, I think they should also be working to incorporate donations to foundations that help LGBT + people.
I have to admit, these candles and the fashion from Target are cute. Kudos to them for at least not making lousy merchandise.
Helena Edwards can be reached at h[email protected]