Rainbow capitalism

"Pink capitalism" redirects here. For the ideology also sometimes called "pink capitalism", see Liberal capitalism.

A float advertising the candy Skittles at a pride parade

Rainbow capitalism[1] (also called pink capitalism, homocapitalism[2] or gay capitalism[3]) is the involvement of capitalism, corporate capitalism, and consumerism in appropriating and profiting from the LGBT movement. It developed in the 20th and 21st centuries as the LGBT community became more accepted in society and developed sufficient purchasing power, known as pink money. Early rainbow capitalism was limited to gay bars and gay bathhouses, though it expanded to most industries by the early-21st century.[4]

Marketing to the LGBT community has played a major role in promoting social acceptance of LGBT people, including increased LGBT representation in media and advertising, though it has also perpetuated stereotypes of gay men.[5] LGBT people are often poorer than heterosexual people when adjusting for other factors and often have more difficulty finding and securing work, though increased protections for LGBT individuals work to counteract this in some countries.[6] Some governments and politicians use LGBT rights to support their foreign policy, either by supporting pressure on other countries to adopt LGBT protections or by opposing immigration from these countries.[7][8]

Capitalism incentivizes corporations to promote LGBT rights to increase worker satisfaction, expand the consumer base, and maintain a positive public image.[9][10] Many CEOs of corporations support LGBT rights through personal belief.[11][12] Some companies in the United States have been criticized for expressing nominal support for the LGBT community while also supporting anti-LGBT politicians.[13] LGBT people can also be victims of gentrification.[14]

A "Queer liberation, not rainbow capitalism" banner at a Queer bloc protest against rainbow capitalism during Dublin Pride 2016

Opponents of corporate pride include right-wing and left-wing activists, who believe that corporate support for LGBT rights goes too far or not far enough, respectively.[15][16] 76% of LGBT Americans support corporate presence in Pride parades.[17]

  1. ^ Ramírez, Roque; N., Horacio (2011). "Gay Latino Cultural Citizenship. Predicaments of Identity and Visibility in San Francismo in the 1990s". In Hames-García, Michael; Martínez, Ernesto Javier (eds.). Gay Latino Studies. A Critical Reader. Duke University Press. pp. 175–197. ISBN 978-0-8223-4937-2.
  2. ^ Global homocapitalism. Radical Philosophy. November 2015.
  3. ^ Drucker, Peter (2015). Warped: Gay Normality and Queer Anti-Capitalism. Brill. ISBN 978-90-04-22391-2.
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