June is Pride Month in support of the LBGTQIA community. Lately, conservatives and Christians have gone on a rant against Target, Bud Light beer and even Chick-fil-A, the corporate equivalent of their grand old racist uncle, for being “woke.” There once was a time when corporations and businesses didn’t acknowledge this community.
You may remember that time? Barack Obama was just re-elected President. The Avengers proved that the MCU might actually have some legs on it. And everyone was dancing “Gangnam Style.” Yes, it was a mere 11 years ago when the Jim Henson Company and Chick-fil-A cut ties when the fast food business opposed gay marriage. Hell, even gay marriage across the country was something no one could have anticipated, even though it was just three short years away.
Most businesses had a Don’t Ask Don’t Tell policy about the LGBTQIA community. Even though they might claim to be follow the Equal Employment Opportunity Commission guidelines, there was still some hestitation. We had seen the fallout that occurred from Ellen DeGeneres when she came out on the 1990s sitcom Ellen. A year after “The Puppy Episode,” Ellen, which was supposed to be groundbreaking, went off the air. It happens.
Now, 25 years later, not a lot of people really care if you’re gay, straight or whatever. Well, some still do, but not a lot of people freak out as much. There’s still bigots, transphobes, and homophobes, but I think a lot of people have either realized that it’s much ado about nothing to complain. Or their own family will come out so it’s best to live and let live. One of my most fascinating aspects of my job as a news editor was when I’d get an obituary on someone to discover they came out later in life and live with a same-sex partner.
In many ways, I think that’s why they’ve shifted from the LGB to the TQIA in their hatred. People can’t get mad at that one friend from high school or college or aunt they have that never visits during holiday and family get-togethers. So, they have to get mad at some person trying to change their identity, even though we live in a society where Christians have tattoos, breast augmentation, Brazilian butt lifts and wear enough make-up a sandblaster is needed to remove it.
But there’s been so much controversy because corporations are putting it out on their on their products. The question is – is this support or pandering? If you put a rainbow on a beer can or a shirt, you’re doing it to sell a product. I can’t remember the last time I drunk a Bud Light but I wouldn’t mind having a sixer just to keeo. I still think some corporations aren’t fully accepting and they’re mostly supporting the Republican Party who continues to cut their taxes. And they’re willing to overlook that the GOP is wanting to get so involved in people’s lives as long as they save money.
For the most part, Target is no different than Wal-Mart except you feel a sense that you can walk around the store without a feeling that humanity is doomed. You might find a few dregs of society that also patronize Wal-Mart, but most Targets are in affluent areas where you can walk through the parking lot with feeling like you’re in a Mad Max movie. I can understand why Target pulled some merchandise after people threatened violence against the staff but why aren’t they going after Forgiato Blow?
That’s easy. It’s free advertising. Like Frank Cross in Scrooged cheering gleefully when a TV promo causes an older woman to have a fatal heart attack, you can’t buy publicity like this. Blow, who looks like a Frankenstein monster of every loser from your home town who peaked in 11th grade, is giving Target publicity. People will shop their more and it keeps out the bad elements.
Target’s stock didn’t drop because the Pride Merchandise backlash. Foot Locker, Wal-Mart, Dollar Tree and Dollar General have lost some stock. There is a threat of a recession and the stupid debt ceiling debate is changing in the economy have people worried. Target even reported their sales were up 0.5 percent since the last quarter.
Companies are often trying to market off something. With summer here, there’s going to be summer items and an emphasis on July 4th a month away. After that, there’s the Back to School items. After that, there’s the Fall season decor and Halloween items. Then, they transition into the Christmas and Thanksgiving holiday season items. Valentine’s Day, St. Patrick’s Day and Easter all get their spots on the shelves and the cycle repeats every year. This is no different.
The sad part is this takes away from from the importance of acceptance. Someone’s sexuality and life in general shouldn’t be exploited for capital gain. Millions of people will and have dealt with prejudice, depression and dysphoria. One transgendered woman said after she transition she finally had the feeling to go outside. Years ago, a mattress store got in trouble for having a 9/11 sale. Wal-Mart tried to sell ice cream to celebrate Juneteenth. And let’s not forget Columbus Day and the bringing of slavery to the North America and Europe as well as brutal violence.
Trying to capitalize off pride is both right and wrong. If they really cared about acceptance, they wouldn’t make a big deal about it. Do these corporations support the LGBTQIA community through donations and polices that strongly prohibit any discrimination? Or do they take that money they’re making off the merchandise and support lobbyists and groups that are against the LGBTQIA community.
It’s great seeing that businesses support a traditionally oppressed population, but if they’re not doing anything to prevent it from happening in the future, they’re doing nothing more than trying to make a dollar and a cent, then skedaddle. I’m a critic of educators who continue to vote Republican even though the GOP has raged war against teachers and educators. In 2023, there is no reason to be part of a chamber of commerce considering you can do more through a website and social media. Since the membership dues are going to support the national chamber of commerce which wants to hurt small businesses, it’s just shooting yourself in the foot.
Wearing a Pride shirt doesn’t make you a supporter. Standing by this community even if it means losing “friends” and “family,” makes you a supporter. The only “choice” in a person’s sexuality is how we choose to treat them.
What do you think? Please comment.
Zane Says 