Gay But Make It Capitalism: Why Every Brand Wants a Piece of the Rainbow

Ah, Pride Month. That magical time of year when companies suddenly remember
LGBTQ+ people exist, drape their logos in rainbow gradients, and hit us with slogans
like “Love is Love” as if that phrase alone will erase decades of corporate
discrimination.

But let’s be honest: there’s something hilarious (and slightly tragic) about seeing a bank that once refused loansto same-sex couples now selling Pride-themed credit cards. Or fast-food chains slapping rainbows on their packaging as if a Pride BurgerTM will somehow fix homophobia.

So, what’s really going on? Why do brands go all-out for LGBTQ+ folks every June and then ghost us like a bad Tinder date by July 1st? And more importantly how do we tell the real allies from the rainbow-washed opportunists? Let’s investigate.

Welcome to Rainbow CapitalismTM️.

Picture this: It’s June 1st. You wake up, grab your phone, and ‘BAM’ your inbox is
flooded with emails from brands you forgot existed.

“Happy Pride! Celebrate with 10% off our Pride Collection!”
“Because you’re FABULOUS, here’s a limited-edition Pride tote bag!”
“Show your true colors! Buy our Pride-themed sneakers (only ₹10,800 )!”

This, my friends, is Rainbow CapitalismTM️ in action: the annual corporate rebranding where businesses drench themselves in rainbow aesthetics, pretend they’ve been
allies since Stonewall, and most importantly use our identity to sell us stuff.

At first glance, it might seem like progress. More visibility = more acceptance, right?
But here’s the thing: visibility without substance is just a marketing gimmick. And
corporations? Oh, they love a good gimmick.

From Villain to Ally: A Convenient Makeover

If you ever want a laugh, take a look at how some of these companies used to treat
LGBTQ+ people before they discovered Pride merch was profitable.

• The same banks that now sponsor Pride parades? Yeah, some of them denied
LGBTQ+ couples joint bank accounts for decades.
• That clothing brand selling Pride hoodies? Just a few years ago, they were
donating to politicians pushing anti-LGBTQ+ laws.
• That fast-food chain dropping rainbow fries? Their CEO once donated to
organizations that fought against same-sex marriage.

So why the sudden change of heart? Well, spoiler alert: it’s not about allyship, it’s
about capitalism. The LGBTQ+ community represents a $1.1 trillion consumer market
in the U.S. alone. And where there’s money to be made, brands will show up real quick.

How to Spot a Rainbow-Washing Scammer

Now, not every company is faking it. Some brands genuinely support LGBTQ+ rights
year-round. But others? They’re just here for the clout (and our wallets). Here’s how to
separate the real allies from the rainbow-washed opportunists.

Do They Actually Support LGBTQ+ People Year-Round?

A brand’s Pride campaign might be flashy, but ask yourself: What do they do outside
of June? If their support vanishes the moment July 1st hits, congrats you’ve spotted a
Seasonal AllyTM️.

Are They Putting Their Money Where Their Rainbow Is?

It’s pretty Sure that Pride-themed sneaker looks cute, but is the brand donating to
LGBTQ+ organizations? If not, they’re just monetizing queerness without giving back.

Are They Actually Undoing Harm, or Just Selling Rainbows?

Let’s talk about the rainbow-washing epidemic. Some companies will slap a Pride flag
on a t-shirt, drop a glittery ad campaign, and call it allyship all while quietly funding
politicians who vote against LGBTQ+ rights.

If your dollars are going to anti-queer agendas behind the scenes?
Yeah… it’s giving corporate two-face.

Real allyship means action. Not just merch drops in June. Not just hashtags. But year-
round support, internal policy change, and publicly standing up against anti-LGBTQ+ legislation.

Because if you’re not helping undo the harm?
Some companies love selling us Pride merch while funding politicians who actively
work against LGBTQ+ rights. If they’re donating to anti-LGBTQ+ campaigns but still want
queer dollars, it’s giving hypocrite energy.

Do They Support LGBTQ+ Employees?

It’s easy to light up the logo with rainbow colors in June.

But real support? That happens behind the scenes in the office, in HR policies, in who
gets promoted (and who doesn’t).

So ask yourself:
Do they offer gender-affirming healthcare?…
Do they respect pronouns without making it a big deal?…
Do they speak up when their queer employees are being sidelined, tokenized, or talked
over?
Are there queer people in leadership, or just in the diversity posters?

Because if a company is all glitter and no guts, all parade and no policy…
It’s not giving Ally it’s giving PR stunt with a side of performative inclusivity.

The Funniest (And Fakest) Pride Campaigns We’ve Seen

Every year, brands come up with wild ways to cash in on Pride. Some are laughably bad,
while others are downright dystopian. A few favorites:
• Rainbow Listerine – Because nothing screams “LGBTQ+ support” like minty
fresh breath.
• The “Gay Wrappers” from Burger King – They literally just put their normal
burger in a rainbow wrapper and called it allyship.
• A “Gender-Neutral” Energy Drink – As if LGBTQ+ people were sitting around
saying, “You know what’s missing from this movement? A queer-friendly Monster
Energy.”
• Nike’s Pride Collection (Made in Countries That Criminalize Homosexuality)
– Ah, yes. Celebrate queerness while exploiting labor in places where LGBTQ+
people have zero rights.

The audacity is truly inspiring.

Brands That Actually Get It Right

To be fair, some brands do go beyond the rainbow aesthetics and actually support the
LGBTQ+ community in meaningful ways. A few examples:

Ben & Jerry’s – Not only do they release pro-LGBTQ+ flavours, but they also advocate
for policy change and donate to queer organizations.

LEGO – Their “Everyone is Awesome” set wasn’t just cute; it was designed by an LGBTQ+ employee to represent diversity in a meaningful way.

The Body Shop – Actively hires LGBTQ+ people, donates to queer causes, and
advocates for real policy changes
The difference? These brands don’t just show up when it’s convenient they support the community all year long.

So… Should We Just Cancel Every Brand?

Not necessarily. Buying a Pride-themed T-shirt isn’t a crime, and let’s be real—some of the merch is kinda cute. The real issue isn’t that companies want to sell LGBTQ+ people
products; it’s that many of them only support us when it benefits them.

So, what can we do?

1. Call them out – If a brand is profiting off Pride but actively harming LGBTQ+
people, let’s make some noise. Social media makes it easier than ever to
demand accountability.

2. Support queer-owned businesses – Why buy a rainbow shirt from a mega-
corporation when you can get one from a small LGBTQ+ designer?

3. Follow the money – Before giving your cash to a brand, check where their profits
are going. Are they funding LGBTQ+ causes, or are they backing anti-queer
politicians?

Is Rainbow Capitalism All Bad?

Here’s the complicated truth: rainbow capitalism is both frustrating and kind of
inevitable. On one hand, it feels gross when brands profit off queerness without
supporting LGBTQ+ rights. On the other hand, mainstream visibility has helped normalize
LGBTQ+ identities in ways that were once unthinkable.

But visibility without action isn’t enough. We deserve more than rainbow logos and
cringey Pride campaigns we deserve actual support, policy change, and year-round
allyship.

So, the next time a brand tries to sell you a Pride-themed toaster, ask yourself: Are
they here for the movement, or just the money? And then decide if your queer dollars
should stay in your queer pockets.

Because let’s face it. we’ve been fabulous long before corporations figured out
how to profit off it.