Rainbow capitalism

Common card · No. 382362

Rainbow capitalism (also called pink capitalism, queer capitalism, homocapitalism or gay capitalism) is the involvement of capitalism, corporate capitalism, and consumerism in participating in, appropriating, and profiting from the LGBTQ movement. It developed as the LGBTQ community became more accepted in society and developed sufficient purchasing power to be a viable market, known as pink money. Early rainbow capitalism, during the 20th century, was limited to gay bars and gay bathhouses, though it had expanded to most industries in many Western countries by the early-21st century. Capitalism incentivizes corporations to promote LGBTQ rights to increase worker satisfaction, expand their consumer base, and maintain a positive public image. A corporation may also support LGBTQ rights because its executives personally believe in the cause. Marketing to the LGBT community has played a major role in promoting social acceptance of LGBTQ people, including increased LGBTQ representation in...

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