Do Corporations Really Care About Pride? 

Image Courtesy of PBS

As Pride Month has been approaching, we’ve seen an influx of people coming out on social media, fundraisers for LGBTQ+ non-profits, and rainbow products on the shelves. 

According to the Library of Congress, “Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) Pride Month is currently celebrated each year in the month of June to honor the 1969 Stonewall Uprising in Manhattan.” They refer to the stonewall riots as “the tipping point for the Gay Liberation Movement” in the United States. 

While the celebrations of pride have evolved over the years, the core values have remained. The first Gay Pride March was to “...commemorate the Christopher Street Uprisings of last summer in which thousands of homosexuals went to the streets to demonstrate against centuries of abuse ... from government hostility to employment and housing discrimination, Mafia control of Gay bars, and anti-Homosexual laws" (Christopher Street Liberation Day Committee Fliers, Franklin Kameny Papers).The celebration of Pride then became a day to commemorate the bravery of Marsha P. Johnson, Sylvia Rivera, Harvey Milk, and countless other pioneers in the movement for LGBTQ rights. 

Since 1970, Pride has expanded from a day, to a week, to all of June. Parades, parties, and festivals are happening throughout this month.  New York City has the title of North America’s largest Pride parade, with more than 2.5 million marchers last year. The IGLTA lists over 200 pride parades stretching from the East to West coasts of the US.

Nyack’s Pride Center is hosting a “Pride Weekend”, inviting LGBTQ people and allies of all ages to dance, decorate the town, and observe the community’s history.

Recently, companies have become involved in the celebration. Brands like Target have been recognized for providing visibility to those in the LGBTQ+ community. What could possibly be foul about support, representation, and cute rainbow socks? 

In an interview for PBS, Karen Tongson of the University of Southern California spoke on “Rainbow Capitalism.” Togson stated, “...I think we must understand that it's a gesture of support, but gestures of support, nice words, visible images of solidarity aren't always enough. They're often never enough, actually.” She expressed that she’s pushing for year-round support from corporations, instead of the preformative four weeks. 

Many brands, including Yankee Candle, Bath and Body Works, and Levi’s donate large sums to non-profit organizations such as the Trevor Project, Outright Action International, and the Center for Black Equity. Sadly, this isn’t the case for every ‘Love is Love’ t-shirt. 

To help the consumer looking for parade-worthy outfits, USA Today made a list of 55 Brands That are Giving Back for Pride Month last year. An article by uaht.org outlines capitalism’s exploitation of Pride, but encourages consumers to “think about getting Pride merchandise from small, ethical businesses!"

The jubilation of Pride has spread to households, communities, countries and retailers everywhere. The movement has been extremely positive in its fight for equal and equitable rights. Be a part of the movement’s progress and success, and have a meaningful Pride Month!