“Rainbow Capitalism” is catering to, pure and simple, but it still helps to promote social change


This column is the views of Aimee Langer, a public policy master candidate at the School of Public Policy at the University of Calgary.For more information CBC’s opinion section, See FAQ.

This year’s Pride Month started with a Lego set.

Pride month is celebrated every year to commemorate The Stonewall Hotel Riot Occurred in June 1969, and Annual demonstration It was followed by cities across the United States, and eventually all over the world. Pride reminds us of the violence we have experienced, the progress we have made, and the difficulties that are coming.

Today-the beginning of Canadian Pride Month- Lego is about to be released A set of 346 LGBTQ+ themes called “Everyone is Awesome”, a clear tribute to the popular song created in 2014 Lego Movie (This undoubtedly brought trauma to many parents, teachers and caregivers after the movie was released, because how many children are singing non-stop-second only to Little shark).

This is one of the signs of how June 1st became the beginning of a rainbow-themed marketing shock from all corners of the capitalist system. Companies of all types and sizes use “Pride Month” to promote pride-themed consumer goods, decorate their stores with rainbow cheongsams, and hammer customers with lackluster slogans — but they are all packaged after June 30.

This phenomenon is called “Rainbow Capitalism” in the queer community. This is catered, pure and simple.

Every year, Rainbow Capitalism encounters a variety of reactions, from utter contempt to excited cheers. The two camps formed around this phenomenon represent a “chicken or egg” paradox.

One camp believes that the company just uses the existence and exploitation of queer for profit, and usually does not support the queer community in any form.

They say that in doing so, these companies perpetuate inequality and oppression.How the various identities intersect will determine the type and degree of inequality and oppression they experience in their personal communities and society as a whole. For many people, capitalism has always been a tool of harmful policies, including Neocolonialism, Gentrification, with Maintain white supremacist institutions.

During Pride Month, Toronto will see a rainbow flag. Aimee Langer writes that there are mixed views on “Rainbow Capitalism” and the Pride Month marketing plan. (Eduardo Lima/Canada Press)

The second camp admits that although profiting from the open presence of queer is not ideal, it is inevitable; everyone needs to buy things, including queer. Many LGBTQ+ people encounter obstacles Full economic participation due to employment discrimination or hostile working environment makes them disproportionately in the low-income category. Choosing whether the company is truly committed to LGBTQ+ benefits will leave fewer choices.

This camp also believes that explicit performance, such as the rainbow sign that takes over the storefront during Pride Month, can be inspiring, even superficial. At least, it signifies acceptance. If you have to spend your money somewhere, why not in a place that says “we support you”?

The first camp believes that rainbow capitalism is a self-interested reflection of decades of accumulation of radicalism that have been accepted and standardized by the public.The second one thinks it is a kind of communicative power in order to Acceptance and standardization are purely for explicit representations that occur throughout the month.

So… what comes first? Chicken or egg? Accept or exploit?

What does it look like Quantum physicists think, The facts are likely to be true at the same time. You may feel frustrated by irresponsible and dishonest catering, but still acknowledge the inevitability of capitalist participation.

This is the best time for change.

Real change requires the company to sincerely cater to them. This means not only during Pride Month, but also throughout the year there will be corresponding participation, support and policies.

This also means that we, whether heterosexual or heterosexual, need to sincerely ask for catering. This may include putting pressure on the company to truly accept meaningful change in the following ways:

  • Require workplace policies to develop an inclusive work environment;
  • Recruit LGBTQ+ personnel at all levels, including high-level corporate positions;
  • Plan and organize community events that promote LGBTQ+ interests, arts and business;
  • Establish partnerships and mentoring plans with queer companies;
  • Provide internship opportunities through universities and high schools;
  • And create a capital grant program for queer entrepreneurs.

The company can sincerely interact with queer groups and communities in one million ways throughout the year, which will help our community become more standardized and accepted with Let us spend money.

We can help encourage this participation in many ways.

In my case, I might buy a Lego set.But I will also donate $50 to Queer Education Foundation Support their mission of creating inclusive and intersecting spaces.




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