WHAT ARE THE RULES OF THE RAINBOW?
Are you waving the rainbow flag this month? That’s great. But why? Is it about support? Or is it more about sales? That’s a question loaded with internal fury and possible paranoia, but it’s something I think about a lot. Especially during Pride Month.
There’s a huge difference between genuine support and self-serving affiliation. And like anything, it’s important to understand that difference before you wrap yourself in a rainbow and jump in.
WELCOME TO MY GAY BUBBLE.
Is it just me, or is it so cool to be gay right now? I know I live in that bubble, but it seems like every big brand, business and celeb is with me on the LGBT+ train. (Israel isn’t a celeb in my mind.) Don’t get me wrong, it’s great to have overwhelming support (although there’s still more haters than friends.) But if you’re looking in from the mainstream, you need to go all-in or risk facing the wrath of the rainbow.
What I’m talking about here is ‘virtue signallers’. I totally get it. The infectious positivity and liberation of our community is unsurprisingly marketable, and businesses know it. So when Pride Month rolls round, we suddenly start drowning in corporate sponsored rainbow stripes.
YOU CAN’T JUST SLAP ON A RAINBOW AND CALL IT PRIDE.
Our rainbow is a sign that represents something else by association. Just like all symbols. Think the closed fist of Black Lives Matter, or the pink ribbon of Breast Cancer Awareness. These symbols represent communities banding together under a common cause with the intention of being seen.
Symbols have meaning. And it’s special. Back in the 70s, San Francisco–based artist Gilbert Baker created the original eight-colour rainbow flag for Gay Freedom Day. And for the 40 years that followed, that flag has been a politically purposeful, powerful and eye catching symbol. It was designed as a flag to proclaim power and pride in who we are. So when it’s appropriated for the sake of marketing, it can feel a little icky.
WE’RE IN IT TIL WE’RE NOT.
A prime example of superficial allegiance is the fallout following the NZ police pulling out of the Pride March last year. Quick summary: the NZ Police were asked not to wear uniform at the march due to the way it triggered some members of the community over past incidences of brutality, homophobia and transphobia that have never been acknowledged.
It wasn’t well handled – and there were two sides to the issue. But the saddening fact was how quickly corporate sponsors dropped like flies at any sign of struggle. I think that shows how shallow their affiliation truly was. Ultimately the march is a celebration of our progress through decades of struggle. Jump in and join us with integrity - or take your money somewhere else.
SUPPORTING MEANS ACTIONS NOT WORDS.
I’m all for businesses getting in on the magic of pride. But we also see a lot of rainbow washing. That’s where people or organisations who don’t contribute anything to the LGBT+ community simply slap on a rainbow and call it support. That’s now how this rolls. I believe everyone should consider two important points before they can taste this rainbow:
1. Are you embracing the true meaning of Pride Month?
It’s a celebration of empowerment and an acknowledgement of struggle.
2. Are you making a contribution to the LGBT+ community?
If you’re basking in our colours, what are you giving back?
Tick those boxes and you can get as colourfully clad as you’d like. Join the party.
WHY I’M PROUD OF PRIDE.
For me, coming together for Pride Month isn’t a privilege or just a party. It’s the necessary acknowledgment that we’re all different. And that’s not only completely okay, it’s also something to celebrate.
Looking at the discrimination of yesteryears, I’m stoked that I can just ‘do me’ without it being a big deal. And I know there’s still stacks of work to be done in ensuring the safety of LGBT+ members around the world. But I feel lucky to live in a place where my biggest gripe is unwarranted rainbows.