With the adoption of the infamous "Don't Say Gay" law on July 1st and other anti-LGBT bills sweeping across the country, PRISM FL, Inc. and several LGBTQ+ organizations throughout Florida have launched a new social media campaign and movement called "#SayGay" to place public pressure on companies to support LGBTQ+ organizations year-round.
Rainbow capitalism or pink capitalism is a marketing tactic used by companies to embed LGBTQ+ topics into advertising and merchandise in order to make a profit, most commonly seen during Pride Month. Generally, LGBTQ+ marketing is seen as rainbow capitalism when companies also make contributions to anti-LGBT causes or political campaigns or when they do little to provide tangible support to the LGBTQ+ community.
"Rainbow capitalism negatively impacts the entirety of the community worldwide," said CJ Walden, Vice-President of PRISM.
"Corporations who gain profit from pride-related merchandise without giving back to the LGBTQ+ community only do us harm."
#StayGay, which launches on June 20th, not only makes it known just how much companies contribute to anti-LGBT campaigns and the LGBT community, but it also shows companies how they can connect with LGBT nonprofits in the state.
"With the Don’t Say Gay bill going into effect the day after pride month, it is so important that companies put their money where their mouth is," said Maxx Fenning, President of PRISM. "In June, they #SayGay. The other eleven months, they should #StayGay."