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There’s no courage in corporate pride month celebrations – RT World News


As American companies paint their logos in rainbow colors for Pride Month, they’re all about profit – just like every other month

Conservatives love to say “wake up, go broke”, but that is not necessarily the case these days. Companies earn social credit by signaling virtue, and Pride Month, which falls every June, has woken up capital by highlighting its most progressive virtues.

Designed to mark the 1969 Stonewall Riots and LGBTQ rights, Pride Month has become an opportunity for multinational corporations like Coca-Cola, Microsoft, Intel, and more. to spew rainbow colors on their social media profiles like a herd of bulimic unicorns.

Everyone noticed it, of course, it became a kind of running gag and joke among netizens. Elon Musk splashed a meme on Twitter showing a mass of rainbow colored logos in a swirl with the caption “It’s coming!”

Others pointed to the irony of such a move. While companies remain keen to tell the world how much they support progressive causes, they are less likely to do so in the Middle East, where those same companies have chosen to stay low and have resisted such displays. So much for courage.


It’s business as usual on the Middle East pages of the same companies that sponsor drag queen events for kids in the US and Europe. There is an understated absence of rainbow flags and virtue signage. Awakened capital is absent from the places where such demonstrations of virtue would have the most impact. Extrajudicial executions of gay men don’t matter much to companies if it hurts their bottom line.

How brave, exactly, is it to celebrate a cause that every establishment in the West supports? With the backing of mainstream media, Big Tech, and even the US government, it’s not really transgressive to repeat what everyone else is saying.

The satirical Twitter account Titania McGrath (created by comedian Andrew Doyle) best sums up when(s) it written in 2021, “It takes real courage for big business to display the rainbow colors of Pride in our homophobic and heteronormative culture. And yet, how wonderful that Arab states are so progressive that corporations don’t even have to care.


There’s no courage in corporate pride month celebrations – RT World News

Awakened capital has never been about courage. It’s always been about fattening quarterly revenue — and awakening-themed marketing and branding helps these companies hold their place in a society that rewards awakening. It’s too good an occasion to indulge, and unlike Valentine’s Day or Thanksgiving, it lasts an entire month.

But that’s only scratching the surface. Awakened capital goes much further than that.

Vivek Ramaswamy, the author of Woke Inc., suggests in his book that being awake is a function of ESG (environment, social, governance) metrics and enjoys a variety of benefits that would otherwise not be available to companies. who do not make awakening a priority.

Ramaswamy writes:

“Goldman Sachs is preaching about diversity so it can be on the front line for the government’s next bailout. This is AstraZeneca talking eloquently about climate change so it can win multibillion-dollar government contracts for vaccine production. It’s State Street that’s building feminist statues to distract from lawsuits alleging female employee pay discrimination, while marketing its exchange-traded fund with the symbol “SHE.” It’s Chamath Palihapitiya who founds a social impact investment fund and criticizes Silicon Valley, even though he and his wealth are products of Silicon Valley, all to cover up his previous tenure as an executive at Facebook who dreamed aloud of a private army. These companies and people use their market power to support woke causes to accumulate more political capital – only to come back later and cash in on that political capital for more dollars.

It’s a quid pro quo system: woke capital backs whatever agenda its favorite liberal politician backs for a few kickbacks in return, whether in the form of government contracts or less regulation. It is a tale as old as time; it’s crony capitalism dressed in a pink wig and a rainbow colored t-shirt.

That’s what makes Elon Musk’s Pride Month tweet even braver. Musk said the quiet part out loud, mocking the shameless display of virtue that every major corporation puts on peacocks — year after year.

Many in his responses pointed out that from the start of June, companies dropped their support for Ukraine, like Andy throwing Woody in the trash. “I don’t want to play with you anymore.” To wake up the capital, Ukraine was the flavor of last season. They replaced the Ukrainian flag with a rainbow and trans flag.

Give it another month and they’ll be on a whole different topic.

The statements, views and opinions expressed in this column are solely those of the author and do not necessarily represent those of RT.

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