There’s an entire cottage industry in ranking and rating the pro-gay attitudes and activities of major corporations. Of course, some companies have decided that they do want to at least join the parade.
Do we need every company that sells rainbow bottle openers to also be a gay rights activist organization, though? Surely consumer product companies can recognize a popular holiday and provide customers with the items they use to celebrate without being expected to lead the parade. Last June, a Vox column argued that it was a problem for Pride Month to have become a “branded holiday.” Alex Abad-Santos wrote that while many companies might market rainbow-colored merchandise, they “may not always be consistent in actually supporting the LGBTQ community.” Depending on how expansive one’s definition of support is, that is no doubt true. Surely companies can recognize a popular holiday and provide items to celebrate without being expected to lead the parade. While traditionalists might not want consumer culture endorsing what they see as an immoral lifestyle, many queer people seem worried that capitalism will poison gay activism. Martens embracing the rainbow flag are gay people themselves. Those objections are certainly out there, but oddly, some of the loudest opposition to Budweiser and Dr. One might expect the opposition to greater corporate recognition of Pride Month to come primarily from people with religious objections to homosexuality.
Not everyone is excited about this development, however. As with any popular celebration, corporations and brands have become involved, creating special offers and limited-release products to cater to the enthusiasm. June is Pride Month, when gay, lesbian, bisexual, transgender, and other not-straight people celebrate with a variety of events, including activism, parades, and concerts.