Ben Thomas copy editor
It is no secret that our demographic is the most profitable of all of them. Specifically, ages 16 to 25. This is because we are building our identity and figuring out who we are. And a huge way we do that is by affixing aspects of existing characteristics from things that already exist onto ourselves. This is why brands put so much effort into trying to relate to us and pull into their products and services. They want to get us in as soon as possible.
Rainbow Capitalism: the practice of companies using the LGBT community to boost consumerism in various demographics. It started small and was seen as a positive attribute as it showed that the business was progressive and accepting. It then became bigger and bigger throughout the 21st century as the larger corporate sphere started appropriating it to just sell products. Rainbow Capitalism used to act as a seal of quality. Now, it does not work.
According to a Neilsen study, nearly 66% of customers are more likely to buy a company’s products or even pay extra if they are committed to positive social change. But nowadays, it is a lot easier to point out if they do not hold up those values. Now more than ever, people can tell if a company is just changing a regular logo to a rainbow one for 30 days in order increase profits. At that point, it feels more like a checklist rather than real advocacy. The disillusionment with Rainbow Capitalism reflects a broader societal shift towards corporate accountability and authenticity. Consumers, particularly within younger demographics, are increasingly attuned to inconsistencies between brand messaging and actions. A mere superficial display of support, such as adorning logos with rainbow colors for a limited time, is no longer sufficient to win over discerning consumers.
And while we are on the topic of social media, branded accounts need to stay in their own format. Having a social account for a brand is fine, it is when they try to become relatable that it leans into corporate dystopia territory. Especially when we see several varied brands interacting with each other to appear unique and quirky. Every person who is regularly on the internet who sees that, immediately seizes up with cringe. We know that you are a multibillion-dollar company trying to hawk burgers on the internet, you do not need to try to sound like a teenager. The forced camaraderie between brands on social media only exacerbates this sentiment, further reinforcing the perception of corporate insincerity.
In essence, the commodification of identity and the superficiality of corporate activism underscore a pressing need for genuine engagement and accountability within the consumer landscape. As discerning consumers, we must remain vigilant in holding brands accountable for their actions and demand authenticity in their advocacy efforts. Only then can we ensure that the products and services we support align with our values and contribute meaningfully to positive social change.