June is Pride Month. On June 1st we immediately become inundated with rainbow advertisements and merchandise. I strongly support pride and encourage anyone who is able to support LGBTQ+ causes both financially and ideologically. I also suggest that you watch out for rainbow washing.
Consumerism is not Activism
But, financially supporting does not mean purchasing rainbow merchandise. If you truly want to make a difference choose a non-profit (for example, The Trevor Project or HRC Foundation) that works year round to address the needs an inequalities that affect queer and trans communities. When you purchase a rainbow themed product, rarely does a substantial portion of the cost actually go to support queer people. Furthermore, in the newsletter Popular Information, Judd Legum et al documents how many of the companies that capitalize on pride month are also contributing millions to politicians who fight against LGBTQ+ causes.
Where Do The Proceeds Go?
I speak frequently to the topic of spending with intention. It is easy for us to see an appealing item that represents an ideology we support, purchase it, and feel virtuous. But, often we are actually giving our money to corporations that work against the causes we wish to support. Before making a purchase, dig deeper and see who actually receives the proceeds of the sale. Sometimes sale proceeds do benefit the cause. If you were going to make a purchase anyway then, sure, you may as well choose the product that supports queer people. But, if we make purchases solely to provide support, why not just donate directly? That way the organization gets the full amount rather than a portion.
Consider the Impact
Often people buy specific items like signs or apparel to physically demonstrate their support. This can be an effective way for individuals and communities to show encouragement or backing for marginalized groups. But, even when this is the goal, it is important to consider the source of your purchase. If you buy a t-shirt from flavnt rather than Walmart then then you know that the money from your purchase is going to support LGBTQ+ causes.
Additionally, I have been noticing how many of the pride themed products personal and home items. Purchasing a rainbow throw blanket or tube of toothpaste may not be an impactful means of communicating your values to anyone outside of your home. Of course, these items may be personally meaningful to you and I do not wish to dismiss the need to surround ourselves with significant items. But, for those who are not members of the queer community, I invite you to reflect upon your purchases to determine if you are unconsciously practicing performative allyship rather than making an actual contribution to the cause.
Environmental Repercussions
As you contemplate purchases to support pride month (or any other cause), please remember that all purchases have environmental impact as well as financial impact. Let’s consider the natural resources (raw materials, fuel) required to produce the item. Again, I’m not saying don’t make the purchase. We all buy stuff. But, maybe get the shirt you will wear repeatedly rather than one you will wear only once.
Throughout the month of June I encourage you to beware of rainbow washing. Instead, spend money in ways that actually make the desired impact.