As a result, displaying genuine support for the LGBTQIA+ community may invite a more sustainable drive of profits in the long term, in comparison to the lesser financial gain made solely from some lazy attempts at engaging with Pride month. But members of the LGBTQIA+ community and their allies know that Pride is not a commodity. In the past, retailers such as Amazon, Apple and Adidas have been criticized for engaging in this. The issue with Pride campaigns is ‘rainbow capitalism ’ – a term used to describe brands that falsely claim support for Pride purely for economic gain. The issue here is not a few Twitter users twisting the intention of an advertisement campaign. The commercialisation of a person’s sexual orientation or gender identity is risky Yet, despite this temporary rebrand, there was surprisingly no criticism suggesting that Skittles’ performative marketing was profiting off Pride’s popularity rather than showing genuine ally ship. This led to numerous tweets stating confusion at the absence of Skittles’ colour, referring to the campaign as ‘White Pride.’ This backlash seems illogical, as the purpose of their campaign is very clearly stated – it has nothing to do with whiteness or race. For others, however, this campaign was not appreciated. ’ For the majority of people, this campaign has been well-received, with many seeing it as a powerful statement. However, it is also clear to see that other brands use Pride month simply as an opportunity for profit, utilising performative marketing strategies to prioritise money over the key purposes of Pride month: showing genuine allyship, support and raising awareness of LGBTQ+ issues.Įvery year in June, Skittles change their multi-coloured sweets to white in order to show support for the LGBTQIA+ community, stating that ‘During Pride, only one rainbow matters. It is clear that some brands take the opportunity to show the LGBTQIA+ community their wholehearted support. Now that June, the month to celebrate Pride, has come to a close, it seems to be an appropriate time to question the true intentions behind Pride advertisement campaigns. Support for the LGBTQIA+ community seemingly creates a corporate incentive to sell Pride-themed products An advertisement or product made to show support for the LGBTQIA+ community may, ironically, achieve the opposite if a brand’s true intentions are not allyship but profit. However, the commercialisation of a person’s sexual orientation or gender identity is risky. The ever-growing support for the LGBTQIA+ community seemingly creates a corporate incentive to sell Pride-themed products. In 2021, however, being gay, transgender, or any other LGBTQIA+ identity, is something to be celebrated yearly, rather than hidden away and ashamed of.
STYLEWRITER 4 COMPARED WINDOWS
Rainbow-themed products and Pride flags hanging from shop windows is not a scene anyone would have captured a century ago.