#I support Rainbow Capitalism?

With H&M, Adidas, Target and other multinational brands launching their exclusive pride collection, creating awareness to remove the general stigma celebrating “Love is Love” through OOT pride marches, we might think the world has moved towards acceptance, inclusion and become a better place to live. There is more representation, accessibility and choice in a commercial world for the LGBTQIA+ community.

However the shrewd use of social capital by these profit mongering capitalistic enterprises needs to be looked at and the question should really be - Has Rainbow Capitalism done more harm or good for the LGBTQIA+ movement?

If one digs deep, these companies in the name of inclusion have in fact gone to control the narrative of the movement they care not about, glorified trauma and standardized the very movement they claim to support. These companies, in the name of profit making, set up their factories in third world countries for cheap labour and in countries which are anti-community revealing their double standards. Adidas launching their pride collection but at the same time sponsoring the World Cup in Russia (a very anti-LGBTQIA+ country) is just one example among many. Moreover, commercialisation of pride marches, a gimmick for the privileged, goes against the basic nature of the movement which is to support inclusion and accessibility.

Now, does rainbow T-shirts still seem a sign of acceptance or another game of hollow gesture for the capitalists to push their agenda of commercialisation?