Rainbow capitalism
[7][8] Capitalism incentivizes corporations to promote LGBT rights to increase worker satisfaction, expand the consumer base, and maintain a positive public image.
[21] 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.
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.
Public image of the LGBT community has been affected by the increasing acceptance of gay men in advertising, entertainment, fashion trends.
[5] These perceptions may also be shared by members of the LGBT community:In the pre-gay period, youth is worth of sexual exchange, but the elderly homosexuals were not stigmatized.
With the extension of gay model and institutionalization that this entails, a sex market is formed where one of the most appreciated goods for sexual intercourse, as well as virility, is youth.
The overvaluation of youth imposed by the gay style involves an underestimation of the mature adult male.The quantity of LGBT-friendly advertising and LGBT representation in marketing increased in the early 2010s through the use of human interest advertisement, but this increase has focused on specific intersections of sexuality, class, age, and race, while most remain underrepresented.
Businesses often have the advantage of needing to appease only their target market rather than a majority of the public at large, as is the case in politics.
The majority of Fortune 500 companies established nondiscrimination policies by the 2010s and guaranteed equal benefits to same-sex couples.
Plays during this time would transgress gender norms, though LGBT themes were often implicit, and Libertine and Gothic writers sometimes experimented with representation of homosexual activity.
Liberal philosophers such as Montesquieu and Cesare Beccaria advocated the rights of due process for those accused of sodomy, and Marquis de Sade adapted the arguments of John Locke to support sexual expression as amoral.
[10] The concept of "homocapitalism" is the application of gay rights issues and involvement of LGBT communities in international trade and foreign aid.
This is in contrast with predominantly Buddhist and Hindu countries, where homosexual activity is typically not prohibited on religious grounds.
This ideology first arose within the context of the War on Terror, as the United States positioned itself as LGBT-friendly in opposition to the seemingly homophobic Muslim world.
[33] Anti-war activists have also criticized weapons manufacturers such as Axon Enterprise and Raytheon Technologies for participating in Pride Month.
Kellogg's has been praised for celebrating Pride Month by donating to GLAAD and featuring content about preferred gender pronouns.
[35][36] Adidas, Apple, Disney, Nike, Peloton, and other major brands donated to The Trevor Project and other LGBT nonprofit organizations in 2020.
Such involvement was a factor in the partial repeal of the Religious Freedom Restoration Act in Indiana and the bathroom bill in North Carolina.
[5] This kind of sociosexual relations appraisement is characteristic of gay modelling, which has its origin in the companies' new formation of a concentrated sexual market through rainbow capitalism: In Spain, neither virile redefinition of homosexuality, nor gay model spreading, were made from the active homosexual movement of the time.
[...] The penetration of the new model is carried out through private channels: by entrepreneurs who mimetically reproduce gay institutions already present in other countries".
[43]Following the passage of gay marriage in Spain, members of the LGBT community felt the Pride Parade was no longer protest demonstration and instead becoming a tourist business.
[45][46] The first Indignant Pride (Orgullo Indignado) parade was held, calling for a different sexuality regardless of economic performance which should take into account gender, ethnicity, age and social class intersectionalities besides other non-normative corporalities.
[48] Rainbow capitalism has been criticised as a form of pinkwashing and tokenism wherein corporations as a marketing strategy try to cynically improve their reputation in order to distract from things like poor labour practices or their donations to anti-LGBT politicians.
