Pride month has not so much taken off as taken over in the corporate world, with companies rushing to stand as allies of the LGBTQ community with rainbow logos, trans-focused marketing and more.
Of late, there’s been enough corporate hubbub and commercialization around Pride that the Heritage of Pride march in New York now has a counterbalance in the Queer Liberation March. Organized by the Reclaim Pride Coalition, the June 27 event is intended as a protest to “reclaim the spirit and meaning of Pride to better represent the LGBTQIA2S+ community.”
And he sees the corporate impulse as out of place in Pride, and that all the true connections companies have are hard to untangle. Criticism from within the LGBTQ community around the corporatization and commercialization of Pride is varied and valid, but a key concern among some is around the assumption that commercial visibility equals victory in the movement for LGBTQ rights. That it helps in the fight against the kinds of discrimination that can mean fewer opportunities, lower wages, homelessness, unemployment and violence for those in the LGBTQ community at rates much higher than their cis-straight counterparts.
“The wrong way to do it would be to only show your advocacy during [Pride] month, but you’re not active in the community any other time,” she said. It’s a setup that can facilitate a kind of conversation between the LGBTQ community inside a company with the broader LGBTQ world using the corporate tools of brand, marketing and Pride-themed collections, rainbow or not.
Levi’s Pride 2021 collection is tagged “All Pronouns, All Love,” and includes the Liberation Trucker Jacket, a Liberation Jumpsuit and the Liberation Short-All, a light wash short overall with rainbow graphic detailing. “We’ve been at this for a long time and have a long history of supporting the LGBTQ community,” said Shawn Outler, Macy’s chief diversity officer. “For us, diversity is foundational and driven by our values — acceptance, respect, integrity and give back.”
Tommy Hilfiger and Calvin Klein parent PVH Corp., which also works with The Trevor Project, set its Pride agenda for the year last month, with a focus on “education and awareness, community engagement and creating inclusive products throughout the year.”
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