Commodify means the action of turning something such as an intrinsic value or work of art into a commodity. A commodity is a basic good used in commerce that is interchangeable with other goods of the same type.
Examples of the commodification of LGBTQ+ movement: Nike’s rainbow shoes, Taylor Swift’s “You Need To Calm Down”, Adidas’ rainbow merchandise.
Here are some of the pros and cons of commodifying LGBTQ+ movement:
|Raise awareness towards LGBTQ+ community||Pride Movement related products are subject to being used as a marketing technique|
|Creates a sense of acceptance towards LGBTQ+ community||Money are going into big companies’ pockets instead of organisations that are devoted to help LGBTQ+ community|
|To a certain extent, advocate for LGBTQ+ community||Inconsistency in LGBTQ+ advocacy|
It is important that we recognize whether a brand is selling LGBTQ+ related products for profits and marketing, or does it really support the movement. We have big brands such as Adidas that sell Pride Month merchandise while being one of the biggest sponsors for the 2018 World Cup which was held in Russia – a country that imposes anti-LGBTQ laws, potentially putting sexual minority fans and athletes at risk.
Questions for discussion:
- Would commodification of Pride Movement help to advocate for LGBTQ+ rights?
- What should we do to become a responsible consumer?
- Are there other ways to raise awareness instead of commodification?