b'MARKETPLACEThe Many Shades ofRainbow CapitalismAs more companies embrace a gay-friendly marketing push, questions arise about intent and authenticityBy Anna-Liza BadalooT here was a time when a rainbowone example of shallow marketing to thesteak. Many brands have ramped up flag on a business door was aqueer community, otherwise known asgay representation in ad campaigns, but powerful political statement. Itrainbow capitalism.often there is no clear relevance to queer meant that queer folks were welcome andIs there a pot of gold for the queercommunity issues. There is absolutely could shop in safety. These days, its morecommunity at the end of this capitalistno relationship to the queer community, likely to signal that Pride Month rainbow? Or is this mere rainbow- or efforts to understand or address the is underway. washing, with no substantive actionchallenges that queer people face, says Every June, brands drape themselvestowards LGBTQ+ equity to back it up?Druhan. All these efforts are very visual. in rainbows. But come July 1, the rainbowColin Druhan, executive director ofEvan Vipond, PhD candidate at York decor is often packed away, not to reappearPride at Work Canada, describes rainbowUniversitys School of Gender, Sexuality until June of the following year. This is justcapitalism as all the sizzle without theand Womens Studies, points to the 8| QBiz CANADA | Issue 2 2021'