In an era of growing mainstream consumption, the commercialization and commodification of social movements has become increasingly prevalent within corporate culture. Black History Month in February sees an influx of businesses marketing “Black Lives Matter” T-shirts and campaigns. Women’s History Month prompts advertisements of feminist merchandise and corporate applause for gender equity. During June, with major retailers parading a myriad of splashy rainbow commodities, Pride Month starts to resemble a month-long Hallmark holiday. Like clockwork, brand logos can be seen awash in rainbow hues, gestures of solidarity with the movement. However, as July comes around, Pride merch slowly moves to clearance racks, and corporate “allyship” seems to vanish just as quickly as it began.

The distinction between a marketing tactic and genuine allyship with a social movement is often negligible in the public eye. People often purchase these items to show support for different movements, but behind the scenes, the corporations supposedly celebrating LGBTQ+ individuals during Pride month sometimes also support their greatest oppressors. For example, corporations such as AT&T and Walmart lead annual Pride marches to cover for their millions of dollars spent funding legislators such as Bill Flores (R-TX), who believes gay marriage is a “breakdown of the family.” Though the hypocritical actions of these said corporations are reprehensible, they have a fair share of partners in crime. McDonald’s, the multibillion-dollar fast food company loved by millions of Americans, allocated $213,000 to lawmakers who voted against the Equality Act, which sought to prevent discrimination against LGBTQ+ individuals in the workplace, criminal justice, and other public accommodations. Ironically, on June 1, McDonalds tweeted, “We’re proud of you. And you should be proud of you, too. This month, we’ll be celebrating and highlighting the people within our McDonald’s family that embody the spirit of LGBTQ+ Pride.”

If fast food restaurants that spout support for the LGBTQ+ community on social media are not genuine in their efforts, what does that mean for the glittery pride shirts? At this point, we must look past the sequins. According to the New York Times, fast fashion giants like Primark and H&M rely on cheap overseas laborers in locales such as Bangladesh and Myanmar, countries where homosexuality is criminalized, to source their Pride garments. And instead of attempting to shift to a more ethical and equitable form of labor, according to Discourse Magazine in 2022, Nike capitalizes off the backs of forced labor programs “linked to crimes against humanity” in countries such as Myanmar to manufacture Black Lives Matter goods as well as the rest of their products. Corporate “activism” oftentimes does not extend beyond the economic sphere, with profit and gaining social capital being at the forefront, leaving a null impact on social change. Yet it is the commodities from these corporations that are marketed to consumers as bona fide symbols of allyship.

Critics often oppose these claims by citing that the commercialism of a social movement creates greater recognition of a marginalized group. But to what extent does commercialization promote progress, especially considering where that money often goes? While altruism is unrealistic and ultimately not feasible in a capitalistic society, shouldn’t corporations have a responsibility to act on their supposed support for the movements? Sure, mainstream recognition was once a dream for the segregated and discriminated African Americans and the queer individuals who faced public brutality. However, corporate recognition often overshadows the fact that these systemic issues still persist in today's society. Gay conversion therapy is still legal in 37 states, and similar anti-LGBTQ+ organizations are often endorsed by corporations such as Chick-fil-A through their charitable arm, the Chick-fil-A Foundation. Homosexuality is illegal in 74 countries, and a record-high of 375 transgender individuals were murdered in hate crimes in 2021 worldwide. When capitalist values are placed at the forefront of social movements, the advocacy for them essentially becomes gauged by materialistic possessions in lieu of genuine advocacy for systemic change. Activist sentiment towards a movement becomes tied to a tangible product, and the purchase of these commodities often replaces actual direct action. Essentially, social movements risk losing their activist intentions and becoming seasonal fads.

PHS students who are part of these marginalized communities may feel insulted to observe their daily struggles objectified and monetized as marketable products. Not only is the commodification of these struggles invalidating, but seeing this complex dimension of their identity glamorized and glossed over in mainstream media can also be alienating. By acknowledging and condemning the co-opting and over-commercialization of social movements by corporations, we can come closer to recognizing and addressing the true systemic injustices faced by these communities. But are we holding ourselves to the same standards? As consumers, we play a crucial part in shaping corporate culture. Rather than only blindly waving a Pride flag in June or purchasing a Black History Month T-shirt in February, consider donating to a charity that strives towards the betterment of these marginalized communities year-round and actively listen to these voices throughout the year. This will allow the journey towards equality to continue to matter long after rainbow socks, Black Lives Matter keychains, and trendy retail items disappear from social media pages and store windows.