b'MARKETPLACEframing of the LGBTQ+ community as aUnfortunately, the most consumer demographic as a key signifiermarginalized members of the of rainbow capitalism. Its really about thisqueer community (such as trans recognition that the queer community is inand/or BIPOC folks) tend not fact a consumer community and that theyto benefit from this new brand have purchasing power, notes Vipond. of queer-friendly capitalism. The most obvious manifestation ofIf much of the visibility is two rainbow capitalism is June-only queermiddle-class gay dads with marketing. Clearly attached [to this] isan adopted child, that may the idea of Pride Month as a time for queerdo something for those who people to consume, says Vipond. [But]are being reflected. Middle-what about the other 11 months of the yearclass men typically have more when LGBTQ+ folks are less visible, and notdisposable income; they are now being told to celebrate who they are?seen as respectable, explainsRainbow colours have become an important part of Conflicting messaging from companiesVipond. But what about queer and transmarketing campaigns for brands across the globethat own multiple brands is a more subtlesex workers, and those with disabilities sign of rainbow capitalism, as some of are they being represented? [Or] is the these companies may appeal to both queerrepresentation further marginalizing other and anti-queer audiences. Thats whereparts ofthe community? neoliberalism comes in, explains Vipond.Many companies continue to These decisions are being made based onplay it safe, featuring only LGBTQ+ cost-benefit analysis. The political aspectrepresentation that will ruffle the fewest is seen as secondary to economics. This isfeathers. In many cases, they are slow to why we see tension sometimes in what isdiversify their queer-facing ad campaigns, being presented. viewing it as dangerous to their bottom Then there are those brands thatline. Brands may think its too risky to advertise that they donate a portion ofprovide visibility to other members of the proceeds to an LGBTQ+ organization.community because of these respectability Ticking off the social credibility box in thispolitics, notes Vipond. manner is great for optics, but, as Druhan points out, consumers shouldnt have toAUTHENTICITYbuy things as a prerequisite for companiesSartaj Sarkaria, chief diversity officer and to support queer causes and equity. Thatsvice president, corporate services, at the not support, thats promotion.Canadian Marketing Association, notes that brands need to begin changing their WHO BENEFITS? strategy to better reflect true diversity. To There are clear optics and profit advantagesstart, they can do this by acknowledging to companies engaging in rainbowthat they dont know everything. Lead with capitalism. But are there any benefits tocuriosity, and keep an open mind and ear, the LGBTQ+ community? Queer businessSarkaria suggests, adding that this mindset owner Kim Alke of home and lifestylesets the stage for marketers to ask the goods store Spruce Toronto has mixedright questions. Brands need to ask Whocommunity and the issues we face,feelings. On the one hand, I love to see it,makes up your community? What doesAlke recalls. says Alke. Especially growing up in theyour day-to-day look like? How can we beIts generally understood that tapping 1980s during the AIDS crisis and not havingmeaningful to you?into the lived experience of LGBTQ+ positive recognition for those of us in theSpruce Torontos Alke previouslyemployees can inform truly authentic community. But its really crossing overworked in the corporate sector, wheremarketing campaigns. But if those queer into performative allyship.she was often the only queer person onemployees are a mainly heterogenous, Vipond encourages a deeper divethe campaign team. She minces no wordsprivileged group, brands are still not into the benefits question.Is the LGBT+about the lack of understanding of gaygetting the full picture. They need to seek community benefiting more than its beingissues that she saw in some corporateit out.hindered? they ask. Is the communityteams spearheading rainbow marketing.Druhan is very aware that Pride at Work being centred? Is the point to directlyThe people creating the [marketing]Canadas 11 employees dont represent the improve the lives of LGBTQ+ people?campaigns were clueless about ourfull spectrum of LGBTQ+ diversity. The key Issue 2 2021 | QBiz CANADA |9'