Rainbow capitalism (also called pink capitalism, homocapitalismGlobal homocapitalism.
Radical Philosophy. November 2015. or gay capitalism) is the involvement of

capitalism Capitalism is an economic system based on the private ownership of the means of production and their operation for Profit (economics), profit. Central characteristics of capitalism include capital accumulation, competitive markets, pric ...

and

consumerism Consumerism is a social and economic order that encourages the acquisition of goods and services in ever-increasing amounts. With the Industrial Revolution, but particularly in the 20th century, mass production led to overproduction—the supp ...

in the

LGBT movement Lesbian, gay, bisexual, and transgender (LGBT) movements are social movements that advocate for LGBT people in society. Some focus on equal rights, such as the ongoing movement for same-sex marriage, while others focus on liberation, as in the ...

. It developed in the 20th and 21st centuries as the LGBT community became more accepted in society and developed sufficient

purchasing power Purchasing power is the amount of goods and services that can be purchased with a unit of currency. For example, if one had taken one unit of currency to a store in the 1950s, it would have been possible to buy a greater number of items than would ...

, known as pink money. Early rainbow capitalism was limited to

gay bar A gay bar is a drinking establishment that caters to an exclusively or predominantly lesbian, gay, bisexual, and transgender (LGBT) clientele; the term ''gay'' is used as a broadly inclusive concept for LGBT communities. Gay bars once served as ...

s and

gay bathhouse A gay bathhouse, also known as a gay sauna or a gay steambath (uncommonly known as a gay spa), is a commercial space for gay, bisexual, and other men to have sex with men. In gay slang, a bathhouse may be called just "the baths", "the sauna", ...

s, though it expanded to most industries by the early-21st century. Marketing to the

LGBT community The LGBT community (also known as the LGBTQ+ community, GLBT community, gay community, or queer community) is a loosely defined grouping of lesbian, gay men, gay, bisexuality, bisexual, transgender, and other queer individuals united by a comm ...

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. 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. Some governments and politicians use

LGBT rights Rights affecting lesbian, gay, bisexual, and transgender (LGBT) people vary greatly by country or jurisdiction—encompassing everything from the legal recognition of same-sex marriage to the death penalty for homosexuality. Notably, , 33 ...

to support their

foreign policy A State (polity), state's foreign policy or external policy (as opposed to internal or domestic policy) is its objectives and activities in relation to its interactions with other states, unions, and other political entities, whether bilaterall ...

, either by supporting pressure on other countries to adopt LGBT protections or by opposing immigration from these countries. Capitalism incentivizes corporations to promote LGBT rights to increase worker satisfaction, expand the consumer base, and maintain a positive public image. Many CEOs of corporations support LGBT rights through personal belief. Some companies in the United States have been criticized for expressing nominal support for the LGBT community while also supporting anti-LGBT politicians. LGBT people can also be victims of

gentrification Gentrification is the process of changing the character of a neighborhood through the influx of more Wealth, affluent residents and businesses. It is a common and controversial topic in urban politics and urban planning, planning. Gentrification ...

. 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. 76% of LGBT Americans support corporate presence in Pride parades.

Historical context

Bundesarchiv_Bild_183-1983-0121-500,_Berlin,_Bar_

According to some authors, the global evolution of "pink capitalism" has been parallel to the development of

modern capitalism The history of capitalism is diverse and the concept of capitalism has many debated roots. The history of the past 500 years is concerned with the development of capitalism in its various forms. Capital accumulated by a variety of methods, at a v ...

in the West. Although historical evidence shows that diversity of sexualities has always existed, different periods in businesses' development targeted at the LGBT community which have contributed to the construction of diverse sexual identities, can be distinguished. The creation of businesses that catered to the LGBT community corresponded to the beginning of the first drive for LGBT rights. This first LGBT movement was attacked between the

First First or 1st is the ordinal form of the number one (#1). First or 1st may also refer to: *World record, specifically the first instance of a particular achievement Arts and media Music * 1$T, American rapper, singer-songwriter, DJ, and rec ...

and

Second World Wars World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the vast majority of the world's countries—including all of the great powers—forming two opposing ...

, during the rise of fascism in Europe. After the Second World War,

Western culture Leonardo da Vinci's ''Vitruvian Man''. Based on the correlations of ideal Body proportions">human proportions with geometry described by the ancient Roman architect Vitruvius in Book III of his treatise ''De architectura''. image:Plato Pio-Cle ...

was influenced by the

homophobia Homophobia encompasses a range of negative attitude (psychology), attitudes and feelings toward homosexuality or people who are identified or perceived as being lesbian, gay or bisexual. It has been defined as contempt, prejudice, aversion, h ...

of fascism. Although LGBT consumption remained

marginal Marginal may refer to: * ''Marginal'' (album), the third album of the Belgian rock band Dead Man Ray, released in 2001 * ''Marginal'' (manga) * '' El Marginal'', Argentine TV series * Marginal seat or marginal constituency or marginal, in polit ...

, during this time various

homophile Terms used to describe homosexuality have gone through many changes since the emergence of the first terms in the mid-19th century. In English, some terms in widespread use have been sodomite, Achillean, Sapphic, Uranian, homophile, lesbian, g ...

associations were created to seek positive assessment of homosexuality by society through meetings, publications, or charity parties. These associations opposed behaviors associated with homosexuals deemed marginal and

perverted Perversion is a form of human behavior which deviates from what is considered to be orthodox or normal. Although the term ''perversion'' can refer to a variety of forms of deviation, it is most often used to describe sexual behaviors that are co ...

, such as

promiscuity Promiscuity is the practice of engaging in sexual activity frequently with different Sexual partner, partners or being indiscriminate in the choice of sexual partners. The term can carry a moral judgment. A common example of behavior viewed as pro ...

, cruising,

prostitution Prostitution is the business or practice of engaging in Sex work, sexual activity in exchange for payment. The definition of "sexual activity" varies, and is often defined as an activity requiring physical contact (e.g., sexual intercourse, n ...

saunas A sauna (, ), or sudatory, is a small room or building designed as a place to experience dry or wet heat sessions, or an establishment with one or more of these facilities. The steam and high heat make the bathers perspire. A thermometer in a ...

and erotic magazines. In the United States, marketing toward gay Americans began in "underground" gay communities in the late-19th century, occurring after

urbanization Urbanization (or urbanisation) refers to the population shift from rural to urban areas, the corresponding decrease in the proportion of people living in rural areas, and the ways in which societies adapt to this change. It is predominantly t ...

allowed these communities to come together. Sellers were often unaware that a community they serviced was associated with the gay movement, though many bathhouses, brothels, and bars were sometimes operated for the gay community. The relocation of enlisted men during and after

World War II World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the vast majority of the world's countries—including all of the great powers—forming two opposin ...

allowed gay neighborhoods to form, LGBT periodicals emerged, and the 1958 Supreme Court decision '' One, Inc. v. Olesen'' legalized materials featuring discussion of homosexuality. The

Stonewall riots The Stonewall riots (also known as the Stonewall uprising, Stonewall rebellion, or simply Stonewall) were a series of spontaneous protests by members of the gay community in response to a police raid that began in the early morning hours of Ju ...

shifted perceptions of the gay community in 1969, and the gay community was recognized as a legitimate economic market in the 1970s. Marketing to the gay community was complicated by the

AIDS crisis The AIDS epidemic, caused by HIV (Human Immunodeficiency Virus), found its way to the United States between the 1970s and 1980s, but was first noticed after doctors discovered clusters of Kaposi's sarcoma and pneumocystis pneumonia in homosexual ...

in the 1980s, but it also further elevated awareness of the gay community. The gay movement resulted in a negative social response, in part driven by the

HIV/AIDS pandemic The global epidemic of HIV/AIDS (human immunodeficiency virus infection and acquired immunodeficiency syndrome) began in 1981, and is an ongoing worldwide public health issue. According to the World Health Organization (WHO), as of 2021, HIV/AI ...

, which in turn led to the development of the LGBT movement by discriminated gay groups. During the 1990s, the discrimination of the LGBT community diminished, broadening LGBT people's access to formerly

heteronormative Heteronormativity is the concept that heterosexuality is the preferred or normal mode of sexual orientation. It assumes the gender binary (i.e., that there are only two distinct, opposite genders) and that sexual and marital relations are most ...

jobs. This resulted in increased purchasing power for the LGBT community, or the creation of "pink money". Homosexuals in particular represented a large portion of this purchasing power. The trend is closely related to that of DINKs, couples with two incomes and no children.

Mechanisms

Social acceptance

Capitalist accommodation of the LGBT community has caused a significant increase in

social tolerance Toleration is the allowing, permitting, or acceptance of an action, idea, object, or person which one dislikes or disagrees with. Political scientist Andrew R. Murphy explains that "We can improve our understanding by defining "toleration" as ...

for the community, contributing to the expansion

civil and political rights Civil and political rights are a class of rights that protect individuals' freedom from infringement by governments, social organizations, and private individuals. They ensure one's entitlement to participate in the civil and political life o ...

for LGBT people. Public image of the LGBT community has been affected by the increasing acceptance of gay men in advertising, entertainment, fashion trends. In these formats, the LGBT community is primarily represented by younger white gay men, and LGBT representation is often not representative of the community as a whole. Television shows such as ''Queer Eye'' portrayed a specific identity of the gay community. These perceptions may also be shared by members of the LGBT community:The quantity of LGBT-friendly advertising and LGBT representation in marketing increased in the early 2010s through the use of

human interest In journalism, a human-interest story is a feature story that discusses people or pets in an emotional way. It presents people and their problems, concerns, or achievements in a way that brings about interest, sympathy or motivation in the reader o ...

advertisement, but this increase has focused on specific intersections of sexuality, class, age, and race, while most remain underrepresented. In the 1990s and 2000s, the term "

metrosexual ''Metrosexual'' is a portmanteau of '' metropolitan'' and ''sexual'' coined in 1994, describing a man of ambiguous sexuality, (especially one living in an urban, post-industrial, capitalist culture) who is especially meticulous about his groomin ...

" was often used to market traditionally LGBT trends to heterosexual men. These concepts are considered to have significantly benefited the LGBT community through increased acceptance in society and breaking down of

gender norms A gender role, also known as a sex role, is a social role encompassing a range of behaviors and attitudes that are generally considered acceptable, appropriate, or desirable for a person based on that person's sex. Gender roles are usually cent ...

while also contributing to the perpetuation of

LGBT stereotypes Stereotypes about lesbian, gay, bisexual and transgender (LGBT) people are based on their sexual orientations, gender identities, or gender expressions. Stereotypical perceptions may be acquired through interactions with parents, teachers, peers ...

.Consuming queer: the commodification of culture and its effects on social acceptance.
Boston College Undergraduate Research. 2005.

Social marketing Social marketing is a marketing approach which focuses on influencing behavior with the primary goal of achieving "common good." It utilizes the elements of commercial marketing and applies them to social concepts. However, to see social marke ...

is the intentional use of marketing to achieve social tolerance and social acceptance. Businesses often have the advantage of needing to appease only their target market rather than a majority of the public at large, as is the case in politics. LGBT individuals are also more likely to be early adopters of new products. This has caused businesses to be more likely to accept LGBT individuals and communities before the general public and legal protections. The majority of

Fortune 500 The ''Fortune'' 500 is an annual list compiled and published by ''Fortune'' magazine that ranks 500 of the largest United States corporations by total revenue for their respective fiscal years. The list includes publicly held companies, along ...

companies established nondiscrimination policies by the 2010s and guaranteed equal benefits to same-sex couples.

Politics and the LGBT movement

Historical views

The first modern political movements advocating sexual freedoms and sexual rights date back to the

Age of Enlightenment The Age of Enlightenment or the Enlightenment; german: Aufklärung, "Enlightenment"; it, L'Illuminismo, "Enlightenment"; pl, Oświecenie, "Enlightenment"; pt, Iluminismo, "Enlightenment"; es, La Ilustración, "Enlightenment" was an intel ...

in Europe, during which many traditional ideas of

medievalism Medievalism is a system of belief and practice inspired by the Middle Ages of Europe, or by devotion to elements of that period, which have been expressed in areas such as architecture, literature, music, art, philosophy, scholarship, and variou ...

and

feudalism Feudalism, also known as the feudal system, was the combination of the legal, economic, military, cultural and political customs that flourished in medieval Europe between the 9th and 15th centuries. Broadly defined, it was a way of structur ...

were challenged. According to

Michel Foucault Paul-Michel Foucault (, ; ; 15 October 192625 June 1984) was a French philosopher, historian of ideas, writer, political activist, and literary critic. Foucault's theories primarily address the relationship between power and knowledge, and how ...

, this period saw a movement away from religious connotations of sex to views of "unnaturalness". The role of sexuality was debated by writers and philosophers of the era. Plays during this time would transgress gender norms, though LGBT themes were often implicit, and

Libertine A libertine is a person devoid of most moral principles, a sense of responsibility, or sexual restraints, which they see as unnecessary or undesirable, and is especially someone who ignores or even spurns accepted morals and forms of behaviour ob ...

and

Gothic Gothic or Gothics may refer to: People and languages *Goths or Gothic people, the ethnonym of a group of East Germanic tribes **Gothic language, an extinct East Germanic language spoken by the Goths **Crimean Gothic, the Gothic language spoken b ...

writers sometimes experimented with representation of homosexual activity. Liberal philosophers such as

Montesquieu Charles Louis de Secondat, Baron de La Brède et de Montesquieu (; ; 18 January 168910 February 1755), generally referred to as simply Montesquieu, was a French judge, man of letters, historian, and political philosopher. He is the principa ...

and

Cesare Beccaria Cesare Bonesana di Beccaria, Marquis of Gualdrasco and Villareggio (; 15 March 173828 November 1794) was an Italian criminologist, jurist, philosopher, economist and politician, who is widely considered one of the greatest thinkers of the Age ...

advocated the rights of

due process Due process of law is application by state of all legal rules and principles pertaining to the case so all legal rights that are owed to the person are respected. Due process balances the power of law of the land and protects the individual pers ...

for those accused of

sodomy Sodomy () or buggery (British English) is generally anal or oral sex between people, or sexual activity between a person and a non-human animal ( bestiality), but it may also mean any non- procreative sexual activity. Originally, the term ''sodo ...

, and

Marquis de Sade Donatien Alphonse François, Marquis de Sade (; 2 June 1740 – 2 December 1814), was a French nobleman, revolutionary politician, philosopher and writer famous for his literary depictions of a libertine sexuality as well as numerous accusat ...

adapted the arguments of

John Locke John Locke (; 29 August 1632 – 28 October 1704) was an English philosopher and physician, widely regarded as one of the most influential of Age of Enlightenment, Enlightenment thinkers and commonly known as the "father of liberalism ...

to support sexual expression as amoral. Conservative commentators viewed these developments as having a "corrupt impact" on women. The earliest organized LGBT movements formed in the late-19th and early-20th centuries from the communities centered around specific industries that catered to LGBT groups, such as gay bars.

Economic aspects

According to the 2000 census, lesbian, gay, and bisexual individuals and couples in the United States are equally as likely to be poor as heterosexual individual couples. 7% of same-sex female couples were in poverty, 4% of same-sex male couples were in poverty, and 5% of heterosexual couples were in poverty. After adjusting for various family characteristics, LGBT families are more likely to be poor than heterosexual families. Several studies conducted in the 1980s and 1990s found that the number of LGBT Americans that experienced employment discrimination ranged between 16% and 68%. Gay men were also found to earn 10% to 32% less than similarly qualified heterosexual men. Transgender people were found to have high unemployment, and those who were employed received low earnings. In the 21st century, the gay rights movement has produced greater protections for LGBT people as workers and as consumers. In the United States, accommodation of the LGBT community through capitalist mechanisms has resulted in economic and societal protections for the LGBT community greater than those prescribed under the law. Under the American economic system, employers are incentivized to support the workforce to achieve greater efficiency. This cooperation has resulted in the creation of

employee resource group Employee resource groups (also known as ERGs, affinity groups, or business network groups) are groups of employees who join in their workplace based on shared characteristics or life experiences. ERGs are generally based on providing support, enha ...

s that allow for organization improvement of LGBT employment. Corporations that support workplace diversity are more likely to protect LGBT employees and executives beyond what is required by the law. Capitalism also incentivizes corporations to incorporate workplace equality policies to achieve greater customer satisfaction. Corporations with LGBT workplace equality policies are viewed more favorably by customers, employees, and partners. Corporations that implement these policies see benefits in marketing capability and overall improvement in performance.

Diplomatic aspects

The concept of "homocapitalism" is the application of gay rights issues and involvement of LGBT communities in international trade and foreign aid. In most African countries, same-sex marriage is seen as "ungodly, un-African, homonegative, unnatural and unacceptable", often invoking religious ideas of

Christianity Christianity is an Abrahamic monotheistic religion based on the life and teachings of Jesus of Nazareth. It is the world's largest and most widespread religion with roughly 2.38 billion followers representing one-third of the global pop ...

Islam Islam (; ar, ۘالِإسلَام, , ) is an Abrahamic religions, Abrahamic Monotheism#Islam, monotheistic religion centred primarily around the Quran, a religious text considered by Muslims to be the direct word of God in Islam, God (or ...

, or

traditional African religions The traditional beliefs and practices of African people are highly diverse beliefs that include various ethnic religions.Encyclopedia of African Religion (Sage, 2009) Molefi Kete Asante Generally, these traditions are oral rather than scriptura ...

. Western nations, such as the United States and the United Kingdom, apply political and financial pressure for these countries to adopt legal protections for LGBT people. Countries that refuse to provide these protections are sometimes boycotted by governments and private donors. This is in contrast with predominantly Buddhist and Hindu countries, where homosexual activity is typically not prohibited on religious grounds. Far-right politicians, such as British MP David Coburn, have also used LGBT issues and the persecution of LGBT minorities in other countries to advocate

homonationalism Homonationalism is often seen as the favorable association between a nationalist ideology and LGBT people or their rights,

. Homonationalism, a term coined by queer theorist Jasbir Puar, refers to the growing acceptance of LGBT rights by Western nations coupled with the complicity of LGBT individuals and organizations involved in nationalist politics. This ideology first arose within the context of the

War on Terror The war on terror, officially the Global War on Terrorism (GWOT), is an ongoing international Counterterrorism, counterterrorism military campaign initiated by the United States following the September 11 attacks. The main targets of the campa ...

, as the United States positioned itself as LGBT-friendly in opposition to the seemingly homophobic Muslim world. It has also been used by the Israeli government to justify its position in the

Israeli–Palestinian conflict The Israeli–Palestinian conflict is one of the world's most enduring conflicts, beginning in the mid-20th century. Various attempts have been made to resolve the conflict as part of the Israeli–Palestinian peace process, alongside other ef ...

by comparing its stronger protections of LGBT rights to those of Palestine. LGBT people involved in the American

anti-war movement An anti-war movement (also ''antiwar'') is a social movement, usually in opposition to a particular nation's decision to start or carry on an armed conflict, unconditional of a maybe-existing just cause. The term anti-war can also refer to ...

criticize the broader LGBT community for its tolerance of military activity and military enlistment. When military whistleblower

Chelsea Manning Chelsea Elizabeth Manning (born Bradley Edward Manning; December 17, 1987) is an American activist and whistleblower. She is a former United States Army soldier who was convicted by court-martial in July 2013 of violations of the Espionage A ...

’s nomination to the board of San Francisco Pride was rescinded in 2013, local LGBT groups organized and distributed petitions, claiming that the rescindment was politically motivated. Anti-war activists have also criticized weapons manufacturers such as

Axon Enterprise Axon Enterprise, Inc. is an American Scottsdale, Arizona-based company which develops technology and weapons products for military, law enforcement, and civilians. Its initial product and former namesake is the Taser, a line of electroshock wea ...

and

Raytheon Technologies Raytheon Technologies Corporation is an American multinational aerospace and defense conglomerate headquartered in Arlington, Virginia. It is one of the largest aerospace and defense manufacturers in the world by revenue and market capitaliza ...

for participating in Pride Month.

Corporate involvement in LGBT Pride

Major corporations have become more active in LGBT Pride events in the early-21st century. Many corporations celebrate Pride Month by incorporating it into marketing and publicly expressing support for the LGBT community. In the United States, some of these corporations have been criticized for making campaign donations to legislators that oppose LGBT rights.

AT&T AT&T Inc. is an American multinational telecommunications holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. It is the world's largest telecommunications company by revenue and the third largest provider of mobile tel ...

UPS UPS or ups may refer to: Companies and organizations * United Parcel Service, an American shipping company ** The UPS Store, UPS subsidiary ** UPS Airlines, UPS subsidiary * Underground Press Syndicate, later ''Alternative Press Syndicate'' or ...

Comcast Comcast Corporation (formerly known as American Cable Systems and Comcast Holdings),Before the AT&T merger in 2001, the parent company was Comcast Holdings Corporation. Comcast Holdings Corporation now refers to a subsidiary of Comcast Corpora ...

, and

The Home Depot The Home Depot, Inc., is an American multinational home improvement retail corporation that sells tools, construction products, appliances, and services, including fuel and transportation rentals. Home Depot is the largest home improvement re ...

have all been identified by the

Human Rights Campaign The Human Rights Campaign (HRC) is an American LGBTQ advocacy group. It is the largest LGBTQ political lobbying organization within the United States. Based in Washington, D.C., the organization focuses on protecting and expanding rights for LGB ...

as corporations that donated to over one hundred anti-LGBT legislators in 2017 and 2018. Other corporations are praised for providing material support to the LGBT community during Pride Month.

Kellogg's The Kellogg Company, doing business as Kellogg's, is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg's produces cereal and convenience foods, including crackers and toaste ...

has been praised for celebrating Pride Month by donating to

GLAAD GLAAD (), an acronym of Gay & Lesbian Alliance Against Defamation, is an American non-governmental media monitoring organization originally founded as a protest against defamatory coverage of gay and lesbian demographics and their portrayals ...

and featuring content about

preferred gender pronoun Preferred gender pronouns or personal gender pronouns (often abbreviated as PGP) are the set of pronouns (in English, third-person pronouns) that an individual wants others to use in order to reflect that person's gender identity. In English, whe ...

s. Many corporations release pride themed products during Pride Month, and contribute to LGBT nonprofit groups using the proceeds.

Adidas Adidas AG (; stylized as adidas since 1949) is a German multinational corporation, founded and headquartered in Herzogenaurach, Bavaria, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufactur ...

Apple An apple is an edible fruit produced by an apple tree (''Malus domestica''). Apple fruit tree, trees are agriculture, cultivated worldwide and are the most widely grown species in the genus ''Malus''. The tree originated in Central Asia, wh ...

Disney The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...

Nike Nike often refers to: * Nike (mythology), a Greek goddess who personifies victory * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment Nike may also refer to: People * Nike (name), a surname and feminine give ...

Peloton In a road bicycle race, the peloton (from French, originally meaning 'platoon') is the main group or pack of riders. Riders in a group save energy by riding close ( drafting or slipstreaming) to (particularly behind) other riders. The reductio ...

, and other major brands donated to

The Trevor Project The Trevor Project is an American nonprofit organization founded in 1998. Focused on suicide prevention efforts among lesbian, gay, bisexual, transgender, queer, and questioning (LGBTQ) youth, they offer a toll-free telephone number wher ...

and other LGBT nonprofit organizations in 2020. Many factors may affect whether a corporation takes a stance on LGBT issues. Protection of LGBT workers results in higher job satisfaction and increased performance. Support for LGBT rights is also associated with seeking a positive public image, particularly for corporations that have high brand-awareness. LGBT people within the company may also influence the behavior of a corporation. The presence of openly LGBT employees in a workforce correlates with corporate support for LGBT rights, and employee resource groups for LGBT workers are sometimes supported by corporations, giving these groups involvement in decisions regarding LGBT issues. Such involvement was a factor in the partial repeal of the

Religious Freedom Restoration Act The Religious Freedom Restoration Act of 1993, Pub. L. No. 103-141, 107 Stat. 1488 (November 16, 1993), codified at through (also known as RFRA, pronounced "rifra"), is a 1993 United States federal law that "ensures that interests in religiou ...

in Indiana and the

bathroom bill A bathroom bill is the common name for legislation or a statute that denies access to public toilets by gender or transgender identity. Bathroom bills affect access to sex-segregated public facilities for an individual based on a determination o ...

in North Carolina. Many CEOs and corporate executives also personally support LGBT rights and seek to direct their companies in line with their personal beliefs.

Neighborhoods

These processes are especially evident in the dynamics of gay neighborhoods, which attracted LGBT people with their affordability and the social security provided by living with other

sexual minorities A sexual minority is a group whose sexual identity, sexual orientation, orientation or practices differ from the majority of the surrounding society. Primarily used to refer to lesbian, gay, bisexual, or non-heterosexual individuals, it can al ...

. These neighborhoods, after decreasing social stigma made them " trendy", then gradually underwent the

process. Rising prices expelled the LGBT population that could not afford the new expenses."The 'gaytrification' effect: why gay neighbourhoods are being priced out"
''The Guardian''. 13 January 2016. An increasingly specialized market developed around the LGBT community in parallel with these other events. This market specifically developed around the needs of the LGBT community, selling services and products exclusively designed to meet their needs. Different companies and firms in turn began incorporating the defense of LGBT rights into their company policies and

codes of conduct A code of conduct is a set of rules outlining the norms, rules, and responsibilities or proper practices of an individual party or an organization. Companies' codes of conduct A company code of conduct is a set of rules which is commonly writt ...

, and even financing LGBT events. This kind of sociosexual relations appraisement is characteristic of gay modelling, which has its origin in the companies' new formation of a concentrated sexual market through rainbow capitalism:

Response

Politicians

In the United States,

Republican Republican can refer to: Political ideology * An advocate of a republic, a type of government that is not a monarchy or dictatorship, and is usually associated with the rule of law. ** Republicanism, the ideology in support of republics or agains ...

politicians have criticized corporations for taking stances in favor of LGBT rights. Florida Governor

Ron DeSantis Ronald Dion DeSantis (; born September 14, 1978) is an American politician serving as the 46th governor of Florida since January 2019. A member of the Republican Party, DeSantis represented Florida's 6th district in the U.S. House of Repres ...

and other Republicans criticized Disney for being "

woke ''Woke'' ( ) is an adjective derived from African-American Vernacular English (AAVE) meaning "alert to racial prejudice and Racial discrimination, discrimination". Beginning in the 2010s, it came to encompass a broader awareness of social ineq ...

" after it challenged the

Florida Parental Rights in Education Act The Florida Parental Rights in Education Act, commonly known as the Don't Say Gay act or as the Don't Say Gay or Trans act, is a Florida state law passed in 2022 that enacts several new statutes for public schools in Florida, which prohibits pu ...

in 2022.

Protest

Many groups protest corporate involvement and support of LGBT Pride. When

Pride Glasgow Pride Glasgow is an annual lesbian, gay, bisexual, and transgender (LGBT) pride festival held in Glasgow, Scotland. Typically around 5,000 people take part in the parade element of ''Glasgow Pride''. History ''Pride Glasgow'' was establishe ...

started charging an attendance fee in 2015, a group of activists organised Free Pride Glasgow to be held on the same day, and on the day of Pride Glasgow every year since, as a free alternative that features protest rather than celebration. During the 2020

George Floyd protests The George Floyd protests were a series of protests and civil unrest against police brutality and racism that began in Minneapolis on May 26, 2020, and largely took place during 2020. The civil unrest and protests began as part of internati ...

in the United States, some groups like The Okra Project criticized LGBT Pride celebrations as overlooking the issues faced by the

African-American LGBT community The African-American LGBT community, otherwise referred to as the Black LGBT community, is part of the overall LGBT culture and overall African-American culture. The initialism ''LGBT'' stands for lesbian, gay, bisexual, and transgender. A lan ...

Following the passage of gay marriage in Spain, members of the LGBT community felt the Pride Parade was no longer protest demonstration and instead becoming a tourist business. Since 2006, several demonstrations against LGBT

commodification Within a capitalist economic system, commodification is the transformation of things such as goods, services, ideas, nature, personal information, people or animals into objects of trade or commodities.For animals"United Nations Commodity Trad ...

have been held annually in suburbs of

Madrid Madrid ( , ) is the capital and most populous city of Spain. The city has almost 3.4 million inhabitants and a metropolitan area population of approximately 6.7 million. It is the second-largest city in the European Union (EU), and ...

, called Alternative Pride or

Critical Pride Critical pride (in Spanish, ''Orgullo crítico'') is the name of several annual protest demonstrations of LGBT people held in Madrid and several other Spanish cities. The organizers of critical pride demonstrations present them as an alternativ ...

(''Orgullo Alternativo or Orgullo Crítico''). The first Indignant Pride (''Orgullo Indignado'') parade was held, calling for a different sexuality regardless of economic performance which should take into account

gender Gender is the range of characteristics pertaining to femininity and masculinity and differentiating between them. Depending on the context, this may include sex-based social structures (i.e. gender roles) and gender identity. Most cultures u ...

ethnicity An ethnic group or an ethnicity is a grouping of people who identify with each other on the basis of shared attributes that distinguish them from other groups. Those attributes can include common sets of traditions, ancestry, language, history, ...

age Age or AGE may refer to: Time and its effects * Age, the amount of time someone or something has been alive or has existed ** East Asian age reckoning, an Asian system of marking age starting at 1 * Ageing or aging, the process of becoming older ...

and

social class A social class is a grouping of people into a set of Dominance hierarchy, hierarchical social categories, the most common being the Upper class, upper, Middle class, middle and Working class, lower classes. Membership in a social class can for ...

intersectionalities besides other non-normative corporalities. Later, the event retrieved the name Critical Pride (''Orgullo Crítico''), based on in part on objections to pink capitalism.

Support

Advocates of greater corporate involvement in LGBT Pride say that corporate support for the LGBT community can influence legislation, increase access for LGBT people, and reinforce broad support for acceptance of LGBT people in society. In 2020,

found that a majority of underage LGBT Americans felt more positively about their sexual identity because of brands that support the LGBT community. 76% of LGBT Americans supported corporate participation in Pride Month events, in contrast with organizers of many Pride events.

References

External links

{{LGBT LGBT and the economy LGBT history LGBT rights LGBT culture Queer theory Capitalism Anti-capitalism Socialism and LGBT topics