rainbow capitalism
Pride-themed corporate marketing
Rainbow capitalism is the adoption of LGBTQ-friendly imagery and messaging by corporations, primarily for marketing purposes rather than genuine advocacy.
Critics use the term pejoratively to describe companies that display rainbow logos during Pride Month while donating to anti-LGBTQ politicians or maintaining discriminatory workplace policies: It's just rainbow capitalism—they don't actually care about queer people.
Also called pink capitalism.
- target demographicsSpecific consumer groups sought
- pinkwashingExploiting LGBTQ causes superficially
- commodificationTransforming into sellable goods
- pink dollarLGBTQ purchasing power
- queer visibilityOpenness of non-heteronormative identities
neoliberalism · advertising campaigns · corporate social responsibility · allyship · virtue signaling · grassroots movements · systemic inequality · sponsorships · class dynamics · profit motive · consumerism · LGBTQ+ rights · identity politics · cause marketing · social justice · shareholder activism · brand identity · cultural appropriation
- LGBTQgay, lesbian, bisexual, transgender, queer
- pink economypride merchandise, gay cruises