What happens when June comes to an end and the hangover of pride dries up our palate?
Once pride month is over, the shop windows turn to something else. To the next ad campaign focused on the heterosexual summer. Rainbows are no longer profitable engagement hooks. They could beat any gay, lesbian or trans person in front of their windows, who until the last day of June were selling things we don’t need under the phrase Love is Love, and the brands will do practically nothing.
A few days ago, my brother and I had to confront some men who intimidated a couple in their twenties with mustaches holding hands in the corridors of a dystopian parking lot behind a mall. Progressively inclusive by the simple fact of putting rainbows even in public toilets next to fast food places clogged with processed fat. Public urinals were centers of erotic homosexual democracy until equality taught the value of self-shame and sexual dissatisfaction as a regulator of social integration. Pinkwashing speaking for our rights.
Although I read around who defends pinkwashing. I end up exposing the hypocrisy of big companies and others who aspire to be, using supposedly pro-diversity social conscience to launder an obscene sales strategy. He says that with everything stigmatized, companies that consider themselves to be inclusive protect their diverse employees, providing them with safe work spaces. Plus the right enough to show off in pride marches like you’ve fought tough battles. When it comes to one of the vilest proficiencies in guerrilla marketing.
Safeguarding pinkwashing is like worshiping a two-dollar bill. Smell it like a cigar and put it back in the purse.
It happens, that the employees of the inclusive pink companies, somehow already were previously protected under the precept of their profession according to which, progressivism is part of a safe environment. Employees who supported the pinkwashing advocacy had to do with cool chef jobs, marketing, graphic design, or public relations.
My problem with this is the risk of trivializing the labor rights of homosexuals and people of diversity.
The truth is that the hundreds of thousands of bricklayers, workers in cement factories or maquilas, beer delivery men, electricians, are also homosexuals who would require protection based on rights for sexual diversity, but their employers are companies that do not arouse interest in the pink clientele. This is where the virtues of pinkwashing come from.
And what is the best way to alleviate dissatisfaction and boredom? Buying. Although it is not always enough to reach the orgasm of consumerism. Unless we get into debt with credit cards in solidarity with the causes of diversity to finally feel like functional citizens. Like the ones they offered my brother and me trying to move us with slogans of tolerance and understanding of all identities. Gays of the age of visibility are like the inhabitants of that song, Window Shopper, in which 50 Cent makes cruel mockery of his enemies who waste time in front of the golden junk on the sideboards knowing that none of it will be able to buy. Then he takes his paranoid scorn to gangsta rap hyperbole and ends up talking about self-determination, survival, and guns. But we whore who are delirious with defense and broken noses are labeled as toxic. Resentful Apparently it is preferable to buy any garment with a pattern that alludes to the gender dial. Buying as an act of deconstruction resistance. Although homophobia continues to lurk in their own parking lots. Right under your nose.