Rainbow Capitalism

Rainbow capitalism, also called pink capitalism, describes how corporations market to and profit from LGBTQ+ identity, especially around Pride. Companies add rainbows to logos and release limited Pride merchandise, and this visibility has helped normalize queer acceptance in advertising and media. Critics argue it can neutralize the political roots of Pride, which began as protest, and reward brands that support the community for a month while funding anti-LGBTQ politicians or offering weak workplace protections. When a company markets queer support mainly for image or profit, this is often labeled pinkwashing. The activity peaks each June. The larger debate it raises, about how visibility, money, and real structural change relate, remains active within LGBTQ+ communities.