But by suddenly dropping signature Pride advertising, these brands send the message that a vocal minority of violently transphobic - and queerphobic - consumers are more powerful than they really should be. If anything, the existence of rainbow capitalism was a sign that being a queer ally was generally a good look in the eyes of the average American consumer.Īccording to the Pew Research Center, most Americans still seem comfortable with queer people being present in marketing. If the mere symbol of queer people’s existence, the Pride flag, is seen as too controversial to incorporate into some logos for just a month, that does not bode well for queer individuals. Capitalism is an integral part of American society whether we like it or not, so what it decides to include or exclude in its exploitation is important - regardless of how many of us may resent its dystopian omnipresence. But its rapid disappearance also signals a problem. But watching the existence of queer people go from a potential, exploitable market to an entirely ignored, financial risk does not feel like a victory. There’s almost something satisfying in seeing brands demonstrate that all they ever really cared about was what Pride meant for their June profit numbers. Well, in a not-so-shocking turn of events, it seems that long-standing critiques of rainbow capitalism were completely correct and a number of these companies are suddenly pretending Pride doesn’t exist. Surely now, when queer rights are so under attack, these powerful brands staying firm in their support might finally do some good for the community. So, in light of this (and other similar controversies around Pride campaigns), it seems like it’s time to test how hollow these corporations’ pledges of allyship really are. This trend sent a clear statement to brands: Supporting the queer community is no longer worth it. Somehow, in the year 2023, the fact that Dylan is a trans woman was damaging enough for Bud Light’s brand that their sales plummeted, their stock price dropped and enraged men posted violent rampages against - you guessed it - inanimate beer cans online. But the collaboration was not received well, to put it lightly. In short, rainbow capitalism is fading, but not in a good way.īud Light recently partnered with transgender TikTok sensation Dylan Mulvaney in what seemed at the time like a pretty unremarkable pre-Pride public relations move. Suddenly, Pride Month and the marketing campaigns that piggyback off of it have become quite unprofitable. Queerphobic consumers are also increasingly boycotting brands that publicly declare their queer allyship, leading to a decrease in Pride logos and queer influencer collaborations. ![]() An increasingly powerful anti-LGBTQ+ movement has already led to oppressive laws targeting trans and queer people, with the threat of further restrictions looming on the horizon. This past year, however, has been one of the most terrifying in recent memory for queer Americans. These critiques have been easy to dismiss as merely academic, considering the last decade has seen so many landmark achievements for queer rights that the political implications of a black-and-white Skittles campaign seemed minor in comparison. Many joke about these plainly insincere visual changes, but others have constructed serious critiques of the practice, particularly by highlighting the ways these hollow offerings of support can cause harm. This tradition is the face of ‘ rainbow capitalism’, a tactic used by companies to pander to the queer community and boost their public image-and consequently increase their sales. In the past few years, it has become standard for major corporate brands to don a rainbow version of their logo in honor of Pride Month.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |