This year, there has been a strained relationship between the LGBTQ+ community and corporations that are trying to attract them with special Pride month merchandise. Conservative consumers have boycotted companies that feature queer creators on social media, leading brands to be less inclined to share supportive messages during June. Additionally, some companies, such as Target, have pulled their Pride merchandise from stores after facing backlash. Despite the turmoil, some brands have remained committed to their Pride campaigns.
These events have prompted LGBTQ+ consumers and creators to question which corporations genuinely support their rights and which ones engage in rainbow capitalism. In an article titled “Great, Now I Have to Side With the Brands for Pride Month” published in Rolling Stone, journalist Miles Klee argues that companies that refuse to back down now appear brave and principled for taking on bigots regardless of the cost.
These circumstances have also put critics of Pride capitalism in a challenging situation. Over the past few years, TikTokers have gained large followings by mocking big brands’ Pride merchandise and their attempts to profit from the LGBTQ+ community. This year, they find themselves in a similar position but with more considerations in mind.
Holly West, a 26-year-old theater worker from Ohio with over 120,000 TikTok followers, believes it is both funny and necessary to point out the flaws of corporate Pride. According to West, many companies view the LGBTQ+ community as a source of profit instead of recognizing them as human beings. In 2021, West began reviewing Pride merchandise on TikTok, focusing on “ugly” Pride collections. However, she also feels more cautious this year.
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West explains that she doesn’t want her critique of Pride merchandise to be misunderstood as a general criticism of Pride. She is concerned that right-wing individuals could use her videos as ammunition to argue that queer people don’t care about Pride merchandise. Internally, she fears that someone who opposes the existence of LGBTQ+ individuals will misconstrue her intentions.
Unfortunately, West has already experienced a form of this misunderstanding. Last year, TikTok flagged some of her videos as hate speech and removed them. West jokingly mentions that the app’s system thought she was making fun of gay people, despite her being a part of the LGBTQ+ community herself. As a result, she has been more cautious in the wording of her videos this year to avoid triggering the automatic moderation systems.
Despite her worries, West continues to be critical of corporate Pride. However, she now avoids mocking companies that have made improvements by hiring queer artists. In her recent videos, she has reviewed Pride merchandise from Target, Hot Topic, and Amazon, highlighting what she believes are the worst examples. She believes that expressing gratitude to these companies solely for selling merchandise is not necessary.
Overall, the complex relationship between the LGBTQ+ community and corporations during Pride month has compelled individuals like Holly West to rethink their approach to critiquing Pride capitalism. They strive to raise awareness about the flaws of corporate involvement in Pride celebrations while remaining cautious about unintentionally providing ammunition to those who oppose LGBTQ+ rights.
