The Commercialization Of Pride: From T-shirts to Cookies, The LGBTQ Community Is On Sale
At least one congressional progressive has some advice for Corporate America
This year, it's easy to see Pride Month for the Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) community in full swing all around you.
Time was that you had to wait for your Pride parade for the rainbows and pageantry.
No more.
Now all it takes is a quick trip to the store or shopping mall.
From the rainbow-tinted carton your fries are served in at McDonald's, to the Pride section at Bloomingdale's, or the Pride-themed Disney or Marvel merch for sale — it's clear that, for good or ill, the LGBTQ community has not only gone mainstream but it's been commoditized.
Whether out of true altruism, or simply a fear of being called out for exploiting a long-oppressed population, a number of companies this year are donating to LGBTQ causes and organizations.
“We are thrilled to see so many companies and brands stepping up to support Pride this year,” said Shira Kogan, director of corporate development at the Trevor Project, an LGBTQ youth suicide prevention and crisis intervention organization. “Beyond the essential financial support, there’s also a direct benefit for the community when brands are loud about their support of Pride,” she added. “More than half of youth said brands who support the LGBTQ community positively impact how they feel about being LGBTQ.”
While some clearly view the commercial and philanthropic engagements to be sufficient, others are not so sanguine.
Applying pressure
After all, Corporate America has muscles and influence it hasn't even flexed yet on behalf of LGBTQ Americans.
“Brands need to approach Pride not as a marketing moment to sell products and profit from LGBTQ people, but [as] a time to loudly use their reach and influence to affirm our community and support advocacy organizations in authentic and impactful ways,” said Sarah Kate Ellis, CEO of the media watchdog group GLAAD.
One progressive Democrat in Congress has some specific advice how American big business could tangibly lend its aid to the community this year.
Rep. Ayanna Pressley (D-Mass) recently tweeted her suggestion.
“Dear Corporations, Thank you for all of your Pride tweets, packaging and merch,” she said. “Now how are you applying pressure to oppose hateful anti trans bills in state legislatures across the country?”
Republican-controlled states are enacting Draconian laws both banning trans youth from accessing gender-identity-related healthcare as well as measures singling out young transgirls and women by denying them the right to compete in women's sports next to cisgender women and girls.