Rainbow Capitalism

Rainbow capitalism, also known as pink capitalism, refers to the commercialization and commodification of the LGBTQ+ rights movement and its symbols for profit. It is the practice of businesses and corporations using the rainbow flag, a symbol of LGBTQ+ pride, as well as other queer-related symbols and slogans, to promote products and services during Pride Month or at other times of the year.

While some see it as a form of allyship and support, others criticize it as a shallow and opportunistic approach that fails to address the deeper issues faced by the LGBTQ+ community.

Critics argue that some businesses prioritize profit over genuine support for LGBTQ+ rights. They claim that companies engage in rainbow capitalism to tap into a growing consumer base without making substantial efforts to advance LGBTQ+ causes.

Supporters of rainbow capitalism argue that visibility in the market can help increase public awareness and acceptance of LGBTQ+ individuals, especially in regions where these issues are still contentious.

Target Pride backlash exposes ‘rainbow capitalism’ problem, designer says

U.S. retailer Target’s decision to remove some LGBTQ-themed merchandise after customer backlash in its stores highlights the problem with companies’ “rainbow capitalism,” said Erik Carnell, a transgender designer whose products were pulled from its stores.

ReutersHelen Reid

Nearly five months after Bud Light’s botched Mulvaney partnership, trans influencers—and brands—are still feeling the impact | Analysis | Campaign Asia

The Bud Light Dylan Mulvaney controversy continues to have ripple effects on LGBTQIA+ creators.

Campaign AsiaBailey Calfee