DISCUSSION: What do you think of LGBTQ+ pride being commodified?

DISCUSSION: What do you think of LGBTQ+ pride being commodified?

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+ communityPride Movement related products are subject to being used as a marketing technique
Creates a sense of acceptance towards LGBTQ+ communityMoney are going into big companies’ pockets instead of organisations that are devoted to help LGBTQ+ community
To a certain extent, advocate for LGBTQ+ communityInconsistency 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:

  1. Would commodification of Pride Movement help to advocate for LGBTQ+ rights?
  2. What should we do to become a responsible consumer?
  3. Are there other ways to raise awareness instead of commodification?

We recently made a post spotlighting some queer-owned LGBTQ+ small businesses. Please consider supporting these creators who are passionate about LGBTQ+ change and give back to the community!


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This Post Has 2 Comments

  1. turquoise.jellyfish

    i mean, most of us do love pride related products and there are companies and individuals who actually care about us but yes, it’s frustrating when other’s take advantage of us and a movement that means so much to us.

    1. peacenneko

      Yes, I agree it’s frustrating that something so meaningful to us is being used as a marketing technique.Therefore, I think it’s important for us consumers to not buy into those profit-oriented products, and actually use our money to support those that are really in need and are passionate to make changes.

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