Does Capitalism Help or Hurt Pride Month?

As you probably know, June is Pride Month––a celebration of all things LGBTQ+, from history and culture to the ongoing fight for equality. It coincides with the Stonewall Riots, which took place in June 1969, and has been in place since 1970. As the queer community claims this month, they can also reclaim a sense of power and autonomy over their rights, which have recently been under attack in many aspects, especially against the transgender/gender-nonconforming community. This, this, is exactly why we need Pride Month. But I’m not here to hammer home this point.

My question: Where does corporate America play into all of this? 

Capitalism is inescapable in the U.S. It affects and permeates every part of our lives, and no matter how much some of us may want it to, it is never going away. It is a part of our society, a part of us. It is only logical that something like Pride Month would be thought of as a potential goldmine for companies; LGBTQ+ people and allies will buy rainbow shirts to show the world their pride, of course! They will support us if they believe we support them! Of course! It’s capitalism 101! Statistics back this up: according to GLAAD, the purchasing power of LGBTQ consumers is estimated to be 1.4 trillion. Target, Macy’s, Calvin Klein, and so many other brands have released pride collections and have pledged their support to the community, many even donating to organizations like The Trevor Project. However, while these brands and companies continue to release Pride merch and publicly take a stand in favor of equality, this year many have pulled back on this past “allegiance,” whether by limiting or completely omitting Pride merch, not donating to these organizations, or failing to say anything at all. This is no coincidence, as mentioned earlier––the political and ideological climate of the U.S. has taken a turn since Donald Trump’s presidential inauguration, and certainly before as well. 

Okay, but how is that relevant? Pride has always been political, for better or worse (I’d argue worse). Why is this year any different? There will always be some level of ignorance and discrimination, one may argue, so why does the political administration really matter? Short answer: companies are scared of Trump and said administration, as well as the country’s gradual increase of social conservatism. CEOS may believe that showing any sort of support towards the community will be seen as a threat to this trend and their conservative customers. Even something like selling a rainbow mug, which was once seen by many as tame and even laughably ineffective, is a threat to the status quo. Mindsets like these are why places like Target have drastically cut back on their Pride collections, now selling them in less than half of their stores.

This begs yet another question: If much of this “allyship” is performative and doesn’t actually impact LGBTQ+ people in a positive or meaningful way, does it matter? Well, Sarah Kate Ellis, the president and CEO of GLAAD, recently released a statement that said, in part:

“Support for LGBTQ people and employees remains a business imperative that bonds companies to consumers and unites our country. Companies and leaders must listen to consumers who are demanding that brands prioritize values of freedom, inclusion, and growth over rank politics…companies that bow to opponents of inclusion will miss out on key growth segments.”

While for one person, a store selling pride pins or t-shirts may seem purely performative and a quick attempt at a money grab and goodwill, another person, perhaps one who is unsure of their identity or is in the closet, will see it and feel relief that there is a sense of visibility, and that the company cares enough to at least attempt to show their support. People think with their heads and with their hearts, which often conflict with one another. Aside from the merchandise, as mentioned, many companies also support organizations that make a real-world difference in countless lives. To answer my own question, in this case, yes. It does matter. Money does matter.

There are many companies that have caved to the administration’s ideology this year out of fear, and there are also companies that have done and continue to do genuinely great work for the community. Both things can be true. But remember: if you want to support the LGBTQ+ community during Pride Month, and all year round, spend your money at a local queer-owned business rather than a trillion-dollar company. Check out this list, and do your own research, because there are so many amazing businesses and individuals out there that deserve recognition and support. 

All this being said, Happy Pride Month. It wasn’t created to be a cash cow––it was created to inspire real change. Let’s keep it that way.