Corporate Pride vs. Authentic Support
Every June, the rainbows come out. Logos shift colors. Limited-edition merch hits the shelves. Big brands post messages of “love is love” — and queer people everywhere let out a collective sigh.
Because we know what this is.
It’s not allyship. It’s advertising.
It’s not solidarity. It’s strategy.
This is rainbow capitalism — and if we’re serious about sexual freedom, queer survival, and real support, we have to name it.
What Is Rainbow Capitalism?
Rainbow capitalism is when corporations use LGBTQ+ symbols, language, or aesthetics to sell products — without backing those gestures with meaningful action. It’s when Pride becomes a marketing campaign, not a commitment.
And it’s easy to spot once you know the signs:
The same company selling “Love Wins” tees also donates to anti-trans politicians
A brand that celebrates drag on Instagram won’t cover gender-affirming healthcare for its employees
Stores with rainbow window displays pull queer books off shelves when the backlash hits
It’s surface support. Safe optics. Empty celebration with no spine behind it.
What Does Real Corporate Support Look Like?
Authentic allyship doesn’t just show up in June — it’s built into the bones of a business.
Here’s what to look for:
Internal Policies: Does the company offer gender-affirming care, transition support, and inclusive parental leave?
Hiring and Retention: Are LGBTQ+ folks — especially trans people and queer folks of color — represented at every level?
Year-Round Advocacy: Do they speak up when it’s not profitable? Do they take public stands against anti-queer legislation?
Funding and Redistribution: Are they donating significant money — not just “a portion of proceeds” — to grassroots queer orgs?
If a brand is only queer when it’s convenient, it’s not an ally. It’s an opportunist.
Why This Matters — In Real Bodies, Not Just Symbols
Corporate performativity isn’t just annoying. It’s dangerous.
Because when Pride gets flattened into a sales pitch, it erases the truth:
That queer people are still being attacked for existing
That trans youth are being stripped of rights, healthcare, and safety
That Black and brown queer folks still face higher rates of homelessness, violence, and incarceration
So when a company pretends Pride is a party — without funding the fight — it sends a message: “We love your aesthetic, not your actual life.”
Queer existence is not a branding opportunity. It’s a human right.
The Erotic Layer: Sex, Censorship, and Corporate Power
Let’s get even more honest. Most corporate platforms love “Pride” — until sex comes up.
They’ll celebrate queerness if it’s G-rated. But mention lube, leather, kink, sex work, or even trans bodies in a sexual context? Suddenly, it’s “against community guidelines.”
This kind of censorship is especially sharp for queer educators, erotic artists, and sex workers. Their visibility is monetized — and then punished.
Platforms shadowban them. Payment processors block them. Even fundraising tools like Patreon and GoFundMe apply restrictions based on vague “adult content” rules.
In short: queerness is profitable until it touches power, sex, or survival. Then it becomes “too much.”
That’s not support. That’s suppression.
How You Can Tell the Difference
It’s tempting to roll your eyes at every rainbow-washed ad. But not all corporate participation is bad. Some brands do this work well — because they’ve built real relationships with queer communities.
Ask yourself:
Are queer people being paid — not just featured?
Is this campaign backed by year-round action?
Would they still say this if the backlash came hard?
If the answer is no — it’s probably rainbow capitalism. If the answer is yes — it might be worth your support.
Where To Redirect Your Energy and Dollars
If you’re tired of being sold a sticker when what we need is structural change — redirect that energy.
Spend your money at:
Queer-owned businesses
Independent artists and educators (especially those censored by big tech)
Mutual aid funds for trans folks, sex workers, and unhoused queer youth
Bookstores, toy shops, and sex-ed orgs that tell the truth — with skill and care
Your dollars don’t just speak. They shape.
Final Truth: Visibility Without Integrity Is Just Exposure
Queer people don’t need more marketing. We need more safety. More rights. More room to breathe, fuck, rest, and live.
If a company wants to be part of that, they’re welcome.
But they don’t get to slap a rainbow on a soda can and call it support. Not anymore.
Because we’re watching. We’re organizing. And we know the difference between a performance and a presence.
In Love,
Nina