So while most rainbow capitalism is sticking rainbows on things and pretending to be an ally, Budweiser’s UK branch is giving credit to trans activists, and explaining pride flag colors.
Budweiser is an inclusionist
What a weird and true thing to say! And I almost sounds like a joke but honestly I feel this tweet captures 90% of my feelings
And to actually credit Monica Helms and get the white stripe right? Like, if we are going to have companies at pride this is what I’d like to see. Professional looking marketing, credit to activists, research about the groups its marketing, and spreading further awareness.
So while it’s understandable that people are excited to see mainstream recognition, I think it’s important to also know that there is a reason that alcohol companies in particular tend to be “better” about learning about and reaching out to stigmatized or disadvantaged communities that other companies avoid or ignore:
It’s because industries like alcohol and tobacco know that marginalized communities that are subject to minority stress are much more likely to suffer from things like substance abuse and binge drinking - making them prime targets for companies whose #1 goal is selling more alcohol and making more money.
As@godlessacepointed out, advertising by alcohol companies isn’t directly comparable to other types of rainbow capitalism / queerwashed commercialism, because the products they are promoting are directly, actively harmful to the communities they are targeting.
When it comes to things like ace flags at Target, or Subaru advertising cars to lesbians, there is rarely any direct harm to the targeted consumer (other than whatever harms capitalism and commercialism as a whole may have on society). If I buy a Subaru or a polyester flag, I’m not immediately putting my health at risk.
But when it comes to companies advertising things like alcohol and tobacco (and later, vape products) to lesbians and gays - and later to groups like trans people and ace people - the products they want you to adopt are ones that can also be directly harmful to your health.
For those not as familiar with the relationship between alcohol/tobacco, advertising, and LGBTQ Communities, here’s some initial recommended reading that I was gathering for another post:
https://www.nytimes.com/2011/10/27/business/media/absolut-heralds-its-marketing-to-gay-consumers.html more on the history of how Absolut vodka marketed to LGBT communities - it’s a little pandering to Absolut but I think it still demonstrates how reaching out to LGBT (and ace) communities - and even hosting community events and fundraisers - is all about a clever brand strategy, not out of the goodness of their hearts.
https://www.autostraddle.com/sober-in-the-city-surviving-pride-without-liquor-236902/ - notes on how the entanglement of alcohol and Pride can be triggering and risky for alcoholics trying to stay sober. While not mentioned in this article, I think it’s worth mentioning that alcohol companies are often major sponsors at Pride (in order to profit, of course) with such an extensive presence that it’s often easier and sometimes cheaper to find booths selling alcohol that it is to find water.
