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OPINIONS
Opinions Editor Luke Faulks
OPINIONS IN DIALOGUE
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opinions@the-peak.ca
YASMIN VEJS SIMSEK // STAFF WRITER C ICART // SFU STUDENT
The corporatization of Pride Month Students Yasmin and C talk about what the presence of companies at Pride rallies means for the LGBTQIA2S+ community
Content warning: mentions of homophobia and transphobia Pride month merch from faceless, multi-billion-dollar corporations is among the most calculated, yet somehow weirdly personalized marketing schemes ever. Over the course of a month, companies with seemingly no relation to the movement will emblazon their logos with rainbow flags and produce cringy but supportive merchandise. But does a corporate presence at Pride represent a victory lap for a marginalized community, or is it a smokescreen that hides companies’ actual lack of loyalty to the LGBTQIA2S+ community?
YASMIN
I will be the first to admit that I believe companies’ overtly over-the-top attempts to be allies to the LGBTQIA2S+ community are extremely performative and there’s no way the majority of these CEOs actually give a flying fuck for the community’s rights and liberation. That being said, I can’t help but see this is a huge step from where we were 50 years ago, with Stonewall being an example of raiding gay safe places, arresting folks, and police checking people’s orientation. Now, I bet you that many of these organizations have homophobic or transphobic managers who strongly disagree with Pride month messaging. But they’re forced to support the community because waving around the rainbow flag in an attempt to prove allyship has become the corporate norm. And this norm is helping silence those haters. This is obviously looking at it from a North American point of view — unfortunately, there are still places in the world where being LGBTQIA2S+ is a crime, even punishable by death. Corporate support for North American Pride Month doesn’t extend to those countries, which is a problem.
C
I can’t get behind the idea that this is a victory lap. There is no evidence that queer and trans folks are the people who primarily benefit from the corporatization of Pride. Even today, many people in the LGBTQIA2S+ community don’t feel safe around police, anti-trans legislation is sweeping the US, and discrimination against LGBTQIA2S+ individuals still happens in Canada. Companies selling us overpriced rainbow everything doesn’t address any of this. These companies only participate in Pride month because they can benefit financially from doing so. Every June, we see corporate Pride logos, but generally, these same corporations do not display their Pride logos in the Middle East, for example. Only being a visible “ally” in countries where it won’t affect your business is not allyship, it’s bullshit, and we don’t need it. Seeing Pride flags pop up in more spaces makes me smile, but I think as a community, we still need so much more, and we shouldn’t be afraid to demand it just because things could be worse.
YASMIN
No doubt about needing more. We need everything! And I think generally the white saviour complex stretches into this in terms of doing things to benefit the self, but not actually to benefit the community. Part of the problem is that corporations don’t actually ask the community what they need! As of 2022, only four CEOs in the Fortune 500 were gay, so any seemingly pro-Pride decisions are being made by people outside of the community. I agree that pride merch shouldn’t only be offered in countries where a display of support won’t affect your business. However, I think shows of support in those regions where homophobia is prevalent, wouldn’t just harm your business, it could actually bring harm to the community. I think we should keep demanding what the community deserves, whilst still celebrating the victories along the way and picking our battles. I won’t fight corporations overcharging and overselling Pride merchandise, but I will fight their support for anti-LGBTQIA2S+ campaigns. I think those two can co-exist.
