I love this❤️🧡💛💚💙💜
This is why “rainbow capitalism” is fine with me. Not just because I grew up and lived in a time period when this kind of gesture would have been unthinkable; not just because it shows that companies (whose attention is always on their bottom line) see the way society is moving and choose which is the more bigger and profitable side to be on (although both of those are also good reasons!)
Because I want bigots to be uncomfortable. I want them to be reminded daily that they are losing. I want them to not be able to buy beer or go to a movie or eat a burger without it being RUBBED IN THEIR FACE that they are sad and pathetic and no one likes them. I want them to have things they love gradually stripped away from them until they are reduced to only buying weird bible-themed chips that taste like sawdust. I want them to realize how much they are losing out on by holding on to their bigoted beliefs, and how much it costs them, and have that knowledge eat them up inside while they drink their off-brand Discount Joe’s Root Beer because they haven’t heard anything about Discount Joe supporting The Gays yet, so it’s fine.
This this this.
Rainbow capitalism does not mean that international mega-corporations are on our side. They very much are not; they are on the money side.
It’s not that they have decided “oh hey, the queers have money.” The queers have always had money. The communities of outcasts and freaks and oppressed minorities have always been willing to focus their resources on their active supporters.
But until recently, “put queer labeling on your products” has meant “the mainstream will avoid you.” Sure, there were queer dollars to chase, but it wasn’t worth losing straight dollars to get them.
They didn’t dip their labels in the rainbow glitter pool until it was profitable. Until most of their customers - who are most definitely straight and oblivious to queer issues entirely - would not care if they have a month of rainbow-themed merchandise. Would either ignore it or find it entertaining.
Which means: Every MAGAt you see yelling about “never gonna buy this crap again! Gonna boycott everything with a rainbow on the label! Gonna boycott every company I can find that has a DEI tab on their website!”… is part of the loud-but-insignificant minority.
If Budweiser and Coors thought that most Republicans would actually stop drinking them, they wouldn’t have rainbows on the bottles.
You can’t trust beer companies to be allies. They are absolutely not our friends, not our supporters. But you can damn well trust their marketing departments to go after profits.












