Taylor Lorenz’s Power User The Death of Rainbow Capitalism w/ Matt Bernstein
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Jun 18, 2025 Matt Bernstein, a cultural critic and host of 'A Bit Fruity', discusses the decline of rainbow capitalism and its implications for LGBTQ representation. He explores the history of queer identity commodification, from authentic activism to superficial corporate marketing. Bernstein critiques the hypocrisy of brands that superficially support Pride while neglecting real issues faced by the community. He highlights the backlash against such brands and emphasizes the importance of genuine engagement over empty gestures in shaping the future of queer activism.
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Rainbow Flag's Economic Origins
- The LGBTQ rainbow flag originally had eight colors but was reduced due to production costs and practical reasons.
- This early adaptation shows how economic factors shaped queer identity symbols from the start.
Tolerance Over Acceptance in 80s
- Early LGBTQ-related merchandise like freedom rings symbolized "tolerance" rather than acceptance.
- This reflects the social atmosphere of the 80s where queer identity was still seen as something to be tolerated, not fully embraced.
Subaru's Subtle Lesbian Marketing
- Subaru targeted lesbians in the 90s after market research showed they were key household decision-makers.
- Their advertising subtly conveyed queer messages without obvious rainbow imagery, showing early corporate marketing sophistication.
