With June in the rearview, it’s tempting for allies to move on with their summer and leave the spirit of pride with the month. For LGBTQ+ people, pride has never been confined to one month and the oppressions and journeys with identity that we face continue on. While there might not be any more parades to join this year, there are plenty of other ways to support your queer and trans friends and family as well as the community at large.
I want to start by sharing a note on what pride is and what it looked like this year in particular. Historically, pride was born out of a legacy of protest from LGBTQ+ people fighting for rights and representation, and notably queer and trans-BIPOC. Even though we most often see (and feel!) the spirit of “happy pride” and pride as a celebration of identity and life, pride does not exist without its history of oppression and resistance, of surviving and overcoming. From commercial pride parades to historic “gayborhoods” (like the Castro in San Francisco), the spirit of pride lives in the existence of queer and trans people and the communities they foster. Still, this idea of the celebration of identity is so important; it is a beacon of hope for so many, and a reminder for many more that they are not alone in the challenges they face.
In the money-centered world we live in, many profit off of the lives of LGBTQ+ people during pride month without paying respect to the history, culture, or needs of the community. Known as “Rainbow Capitalism” or “Pink Capitalism,” this scheme by major companies uses the signifiers of pride and the LGBTQ+ community (like the pride rainbow or the pink triangle) to market to and profit off of individuals. The exploitation of any marginalized group is harmful to their existence and historical legacy, but it’s not that simple. In my view, there are small benefits that come with this movement; many of these organizations donate to truly lifesaving nonprofits like the Trevor Project and GLSEN (although they can and should be donating more!). In a simple way, many people also find solace in material things that advocate for their identities and signify their place in the community. As trivial (and yes, capitalist) as it is, a silly rainbow candle or pride outfit can brighten one’s day. I’ll always advocate for shopping small and local (handmade goods are the best!), but it still brings me joy and a laugh to see a ridiculous shirt such as this one with so many different pronouns on it. After a thorough discussion with other queer people, we have unanimously decided that rainbow capitalism absolutely does not apply to pet merchandise.