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Rainbow capitalism
Rainbow capitalism (also called pink capitalism, queer capitalism, homocapitalism or gay capitalism) is the involvement of capitalism, corporate capitalism, and consumerism in appropriating and profiting from the LGBT movement. It developed in the 20th and 21st centuries as the LGBT community became more accepted in society and developed sufficient purchasing power, known as pink money. Early rainbow capitalism was limited to gay bars and gay bathhouses, though it expanded to most industries by the early-21st century.
Marketing to the LGBT community has played a major role in promoting social acceptance of LGBT people, including increased LGBT representation in media and advertising, though it has also perpetuated stereotypes of gay men. LGBT people are often poorer than heterosexual people when adjusting for other factors and often have more difficulty finding and securing work, though increased protections for LGBT individuals work to counteract this in some countries. Some governments and politicians use LGBT rights to support their foreign policy, either by supporting pressure on other countries to adopt LGBT protections or by opposing immigration from these countries.
Capitalism incentivizes corporations to promote LGBT rights to increase worker satisfaction, expand the consumer base, and maintain a positive public image. Many CEOs In the United States of corporations support LGBT rights through personal belief. Some companies in the United States have been criticized for expressing nominal support for the LGBT community while also supporting anti-LGBT politicians. LGBT people can also be victims of gentrification.
Opponents of corporate pride include right-wing and left-wing activists, who believe that corporate support for LGBT rights goes too far or not far enough, respectively. 76% of LGBT Americans support corporate presence in Pride parades.
According to some authors,[who?] the global evolution of "pink capitalism" has been parallel to the development of modern capitalism in the West. Although historical evidence shows that diversity of sexualities has always existed, different periods in businesses' development targeted at the LGBT community which have contributed to the construction of diverse sexual identities, can be distinguished. The creation of businesses that catered to the LGBT community corresponded to the beginning of the first drive for LGBT rights. This first LGBT movement was attacked between the First and Second World Wars, during the rise of fascism in Europe.
After the Second World War, Western culture was influenced by the homophobia of fascism. Although LGBT consumption remained marginal, during this time various homophile associations were created to seek positive assessment of homosexuality by society through meetings, publications, or charity parties.[clarification needed] These associations opposed behaviors associated with homosexuals deemed marginal and perverted, such as promiscuity, cruising, prostitution, saunas and erotic magazines.
In the United States, marketing toward gay Americans began in "underground" gay communities in the late-19th century, occurring after urbanization allowed these communities to come together. Sellers were often unaware that a community they serviced was associated with the gay movement, though many bathhouses, brothels, and bars were sometimes operated for the gay community. The relocation of enlisted men during and after World War II allowed gay neighborhoods to form, LGBT periodicals emerged, and the 1958 Supreme Court decision One, Inc. v. Olesen legalized materials featuring discussion of homosexuality. The Stonewall riots shifted perceptions of the gay community in 1969, and the gay community was recognized as a legitimate economic market in the 1970s. Marketing to the gay community was complicated by the AIDS crisis in the 1980s, but it also further elevated awareness of the gay community.
The gay movement resulted in a negative social response, in part driven by the HIV/AIDS pandemic, which in turn led to the development of the LGBT movement by discriminated gay groups. During the 1990s, the discrimination of the LGBT community diminished, broadening LGBT people's access to formerly heteronormative jobs. This resulted in increased purchasing power for the LGBT community, or the creation of "pink money". Homosexuals in particular represented a large portion of this purchasing power. The trend is closely related to that of DINKs, couples with two incomes and no children.
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Rainbow capitalism
Rainbow capitalism (also called pink capitalism, queer capitalism, homocapitalism or gay capitalism) is the involvement of capitalism, corporate capitalism, and consumerism in appropriating and profiting from the LGBT movement. It developed in the 20th and 21st centuries as the LGBT community became more accepted in society and developed sufficient purchasing power, known as pink money. Early rainbow capitalism was limited to gay bars and gay bathhouses, though it expanded to most industries by the early-21st century.
Marketing to the LGBT community has played a major role in promoting social acceptance of LGBT people, including increased LGBT representation in media and advertising, though it has also perpetuated stereotypes of gay men. LGBT people are often poorer than heterosexual people when adjusting for other factors and often have more difficulty finding and securing work, though increased protections for LGBT individuals work to counteract this in some countries. Some governments and politicians use LGBT rights to support their foreign policy, either by supporting pressure on other countries to adopt LGBT protections or by opposing immigration from these countries.
Capitalism incentivizes corporations to promote LGBT rights to increase worker satisfaction, expand the consumer base, and maintain a positive public image. Many CEOs In the United States of corporations support LGBT rights through personal belief. Some companies in the United States have been criticized for expressing nominal support for the LGBT community while also supporting anti-LGBT politicians. LGBT people can also be victims of gentrification.
Opponents of corporate pride include right-wing and left-wing activists, who believe that corporate support for LGBT rights goes too far or not far enough, respectively. 76% of LGBT Americans support corporate presence in Pride parades.
According to some authors,[who?] the global evolution of "pink capitalism" has been parallel to the development of modern capitalism in the West. Although historical evidence shows that diversity of sexualities has always existed, different periods in businesses' development targeted at the LGBT community which have contributed to the construction of diverse sexual identities, can be distinguished. The creation of businesses that catered to the LGBT community corresponded to the beginning of the first drive for LGBT rights. This first LGBT movement was attacked between the First and Second World Wars, during the rise of fascism in Europe.
After the Second World War, Western culture was influenced by the homophobia of fascism. Although LGBT consumption remained marginal, during this time various homophile associations were created to seek positive assessment of homosexuality by society through meetings, publications, or charity parties.[clarification needed] These associations opposed behaviors associated with homosexuals deemed marginal and perverted, such as promiscuity, cruising, prostitution, saunas and erotic magazines.
In the United States, marketing toward gay Americans began in "underground" gay communities in the late-19th century, occurring after urbanization allowed these communities to come together. Sellers were often unaware that a community they serviced was associated with the gay movement, though many bathhouses, brothels, and bars were sometimes operated for the gay community. The relocation of enlisted men during and after World War II allowed gay neighborhoods to form, LGBT periodicals emerged, and the 1958 Supreme Court decision One, Inc. v. Olesen legalized materials featuring discussion of homosexuality. The Stonewall riots shifted perceptions of the gay community in 1969, and the gay community was recognized as a legitimate economic market in the 1970s. Marketing to the gay community was complicated by the AIDS crisis in the 1980s, but it also further elevated awareness of the gay community.
The gay movement resulted in a negative social response, in part driven by the HIV/AIDS pandemic, which in turn led to the development of the LGBT movement by discriminated gay groups. During the 1990s, the discrimination of the LGBT community diminished, broadening LGBT people's access to formerly heteronormative jobs. This resulted in increased purchasing power for the LGBT community, or the creation of "pink money". Homosexuals in particular represented a large portion of this purchasing power. The trend is closely related to that of DINKs, couples with two incomes and no children.