By Elio Wilder (they/them)
In recognition of Pride Month, I have decided to compose a piece about my frustrations as a queer person existing in a capitalistic society. Too many brands are happy to proclaim themselves an ally and stick a rainbow on their logo when they stand to profit but are silent when is comes to the tangible issues that affect our lives.
Earlier this year my city, Sydney, hosted World Pride. Created by InterPride, the festival is designed to platform LGBTQ+ issues, culture, and people. It features events, performances, parades, and cultural activities, taking place in a different city biannually or triennially.
There is little active opposition to the general rights and freedoms of queer people in Sydney, meaning businesses do not risk experiencing backlash by aligning themselves with World Pride. The main intention of for-profit businesses under capitalism is to increase revenue. One method for achieving this is using culturally relevant marketing. However, slapping a rainbow flag on a product without engaging in meaningful action is known as ‘rainbow capitalism’ and is a form of performative allyship. The term ‘rainbow-washing’ and ‘pink-washing’ are used to describe brands who declare themselves LGBTQ+ allies whilst taking minimal measurable action (or none at all) to justify their claim. The illusion of allyship is created to increase brand trust and gain profits without necessarily committing material resources to the plight of LGBTQ+ people.
This practice usually takes place in June, known as ‘Pride Month’, but was also seen in Sydney during World Pride this past March.
The organisation Sydney Gay and Lesbian Mardi Gras took the lead role in delivering World Pride 2023. In regards to their sponsors, they state ‘must show an ongoing commitment to our LGBTQIA+ communities within their organisation and externally within the broader community.’ This means the major sponsors of Sydney World Pride 2023 are brands with a history of commitment to the LGBTQ+ community through previous sponsorships, partnerships, actions, and internal policies. However, sponsorship is inherently transactional, where companies receive publicity and increased brand trust in exchange for consumer dollars. Capitalism has undermined good will to the extent that transactional exchange is perceived as altruistic. This is also known as ‘corporate social responsibility’, a term which implies that businesses are being ethical and responsible by “giving back” rather than question why they took so much in the first place.
Rainbow capitalism. Image: E.Wilder via Canva
However, the larger issue remains organisations that aren’t sponsors. Specifically, organisations that are not financially committing any kind of support to the Queer community but are happy to stick a rainbow on their packaging to seem relevant and (superficially) supportive but with the primary goal of selling products.
Brands will often use the expression ‘promote visibility’ when proclaiming their allyship to LGBTQ+ peoples. It is not enough to be simply ‘visible’ by way of a rainbow flag on a bottle or gay couple in an advert, we must be heard too. We must be given the space to talk about the tangible issues affecting our lives, to tell our stories, and to say what needs to change, even if this makes non-LGBTQ+ people uncomfortable. Because the genuine issues affecting the lives of marginalised people today are uncomfortable. We must use this discomfort and channel it into positive action.
Not only is there a lack of desire to allow us to speak for ourselves, but there is also overwhelmingly silence when rights are being striped from the most marginalised members of our community. Virtue-signalling with the intent to generate profit only undermines our struggles.
Wandering around Sydney during World Pride, I experienced frequent small surges of annoyance every time I saw a rainbow logo. I knew the ‘visibility’ wouldn’t last, and rarely translates into meaningful change. Queer and trans people have advanced our rights through our own hard work and perseverance. Historical corporate silence on LGBTQ+ rights has evaporated only now that queer culture presents a convenient opportunity to turn a profit. Often the silence returns as soon as Pride events are over.
Allyship should not be temporary or conditional. Yet, our capitalist society has, for many corporations, made allyship dependent on the ability to profit from it.
This led me to wonder how long these rainbows would last. How long are we allowed to be ‘visible’ for?
My question was answered the day after World Pride ended. I stepped off the train to see a Transdev employee removing the ‘Ride with Pride’ poster from the station sign wall. *sigh*
What to find out a brand’s history with LGBTQ+ topics?