RT.com
23 Jun 2022, 23:43 GMT+10
As US corporations paint their logos in rainbow colors for Pride Month, all they think about is profit ? just like every other month
Conservatives love saying "get woke, go broke," but that's not necessarily the case these days. Corporations earn social credit by virtue signaling, and Pride Month, which falls every June, has woke capital putting its most progressive virtues on display.
Designed to mark the 1969 Stonewall riots and LGBTQ rights, Pride Month has become an opportunity for multinational corporations like Coca-Cola, Microsoft, Intel and so on to vomit rainbow colors onto their social media profiles like a herd of bulimic unicorns.
Everyone's noticed, of course - it's become something of a running gag and a joke among internet users. Elon Musk splashed a meme on Twitter showing off a mass of rainbow-colored logos in a whirlwind with the caption "Here it comes!"
Others have pointed out the irony in such a move. While corporations remain eager to tell the world how much they support progressive causes, they're less likely to do so in the Middle East, where these very same companies chose to remain on the downlow and resisted putting up any such displays. So much for courage.
It's just business as usual on the Middle East pages of the very same companies that sponsor drag-queen events for children in the United States and Europe. There's an inconspicuous absence of rainbow flags and virtue signaling. Woke capital is absent in places where such displays of virtue would have the most impact. Extrajudicial killings of gays don't matter all that much to corporations if it hurts their bottom line.
How courageous is it, exactly, to celebrate a cause that every establishment in the West supports? With the backing of the mainstream media, Big Tech, and even the US government, it's not exactly transgressive to parrot what everyone else is saying.
The satirical Twitter account Titania McGrath (created by comedian Andrew Doyle) summed it up best when (s)he wrote in 2021, "It takes real courage for major corporations to display the Pride rainbow colours in our homophobic and heteronormative culture. And yet how wonderful to see that the Arab states are so progressive that the corporations don't even have to bother."
Woke capital was never about courage. It's always been about fattening quarterly earnings - and woke-themed marketing and branding helps these corporations maintain their place in a society that rewards wokeness. It's too good an opportunity to let go to waste, and unlike Valentine's Day or Thanksgiving, it lasts a whole month.
But that's only scratching the surface. Woke capital goes much deeper than that.
Vivek Ramaswamy, the author of Woke Inc., suggests in his book that being woke is a function of ESG (environment, social, governance) metrics and enjoys a variety of benefits that would otherwise be unavailable to corporations that don't make wokeness a priority.
Ramaswamy writes:
It's a system of quid pro quo: Woke capital backs whatever agenda their favorite liberal politician supports for some kickbacks in return, be it in the form of government contracts or fewer regulations. It's a tale as old as time; it's crony capitalism dressed up in a pink wig and a rainbow-colored T-shirt.
That's what makes Elon Musk's tweet about Pride Month even more courageous. Musk said the quiet part out loud, mocking the immodest display of virtue that every major corporation peacocks - year in, year out.
Many in his replies have pointed out that as soon as June began, companies ditched their support for Ukraine, like Andy throwing Woody in the garbage. "I don't want to play with you anymore." To woke capital, Ukraine was last season's flavor. They've replaced the Ukraine flag with a rainbow and trans pride flag.
Give it another month and they'll be on a whole other topic.
(RT.com)
Get a daily dose of Dublin News news through our daily email, its complimentary and keeps you fully up to date with world and business news as well.
Publish news of your business, community or sports group, personnel appointments, major event and more by submitting a news release to Dublin News.
More InformationFRANKLIN, Tennessee: Hundreds of thousands of Nissan and Infiniti vehicles are being recalled across the United States due to a potential...
REDMOND, Washington: Microsoft is the latest tech giant to announce significant job cuts, as the financial strain of building next-generation...
LONDON UK - U.S. stock markets were closed on Friday for Independence Day. Global Forex Markets Wrap Up Friday with Greeback Comeback...
SANTA CLARA, California: Nvidia came within a whisker of making financial history on July 3, briefly surpassing Apple's all-time market...
SACRAMENTO, California: California's multibillion-dollar farms are facing a growing crisis—not from drought or pests, but from a sudden...
WASHINGTON, D.C.: President Donald Trump says the United States could soon reach a trade deal with India. He believes this deal would...
LONDON, U.K.: An unrelenting heatwave sweeping across Europe has pushed early summer temperatures to historic highs, triggering deadly...
DUBLIN, Ireland: Tánaiste Simon Harris has called on the United States to use every hour to reach a zero-for-zero tariff agreement...
DUBLIN, Ireland: A blind woman from Dublin says she was hurt while getting off a bus because the driver refused to pull in close to...
DUBLIN, Ireland: The Irish Nurses and Midwives Organisation (INMO) has warned that there could be a serious trolley crisis this summer...
ISTANBUL/PARIS/BRUSSELS: As searing temperatures blanket much of Europe, wildfires are erupting and evacuation orders are being issued...
NEW YORK CITY, New York: The U.S. dollar continues to lose ground, weighed down by growing concerns over Washington's fiscal outlook...