|Pride season is in full swing, but you’re probably already aware of that from the litany of rainbow branding around. Against the backdrop of what increasingly feels like an obligatory marketing tactic, it’s easy to question: what good does this do for the LGBTQIA+ community?
On one hand, seeing the flag of your community being flown so extensively is emotionally reassuring, representation in the mainstream is happening. On the other; this representation is occurring because of its financial viability, for a twelfth of the year.
Selling a rainbow-covered product for a month whilst funding anti-LGBTQIA+ politics for the rest of the year feels like incongruous ethical stances to take and this duplicity is rife under rainbow capitalism. So how can you enjoy Pride purchases and support the community? Simple! Buy from community-owned businesses where possible, and research the commitments to diversity and inclusivity of larger corporations who are seemingly pandering to the Pride market.
Tune in next week for our round-up of LGBTQIA+ owned businesses you can support all year round!