The Downfall of Corporate Pride | A Marketing Analysis
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- Опубліковано 22 сер 2024
- Every June, we see big corporations show support for Pride Month. They change their logos on social media, release special products, participate in the Pride Parade, and pledge resources in support of the community. Corporations say they’re doing their part to help the LGBTQ+ community. But it’s also part of a marketing and communication strategy.
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I (a trans woman) went to target, today actually, to get a tuck friendly swimsuit. So upon getting there and see nothing queer, even after looking for it. It felt very disheartening, that our right are under such a strong attack, it’s saddening to see it go. And well of course I under needing to keep employees safe, especially in the case of bomb threats. I hope one day the rainbow flag can fly and we won’t have to fear we might be outlawed and or attacked, because of our expression.
I hope we can learn to live with people who are different from us, instead of shunning them.
If you need a corporation to tell you that they care about you in order to feel good about yourself, then you need to accept yourself instead of relying on outside factors.
Honestly, this has made me rethink my entire stance on corporate pride. I really hates it, but now I understand the significance of it
Yeah. I've been griping for years about the performativity of corporate pride. And then just how performative it is for some businesses becomes obvious. Now it's scary. Businesses that have held strong may actually mean what they've been saying.
As a side note, I'm focusing on small, independent, local businesses. I've actually talked a few into putting pride stickers on their doors. Because these are owners and managers that I know and I've explained the importance of real support and inclusion for the queer community. And it helps that I've actually given them the stickers. lol
It is soulless and for profit but ay the same time it’s like a sort of guage
Took it for granted now it’s gone 🥴😭
I was alive for the first Pride Marches. I defied my family to be an ally. I was threatened with rape, my house was attacked, and I had to defend myself, that was in 1984. The first Pride demonstrations were dangerous, and there was violence. I risked my life in the 80's DURING the AIDS panic to march, to donate, to Stand Up, and to have Target say it is "too dangerous?" No. It is an outrage. Hire guards, if the cops won't show up. Target CAN afford to keep their employees safe.
They moved the Pride display because it wasn't profitable. Don't give us "care for workers," liars.
They cannot afford to have guards at all stores that would massively cut into profits maybe even making them non profitable
@@redranger8603 They COULD afford guards. They could also have demanded that the police (Target's taxes already cover them) do their jobs and protect the stores.
But I wasn't suggesting that they actually do anything of the sort. I was saying, very directly, that Target was lying. They do not care about their employees. At. All.
Why’d they ban lgbt+ clothing but NOT the individuals threatening employees?? Makes no sense to me.
they cant ban every potential person that might come in to cause trouble. they also can't ban the possibility of bad reviews or potential for hateful texts and calls
they also didn't ban anything... certain clothes were pulled from certain outlets to protect the workers
@@inklovemail They do ban individual people for causing trouble. They can and should ban bigots from entering stores to harass employees IN the store.
Personally as a gender fluid person I feel that pride month started being treated as more of an ad for corporations more then like an actual month that is supposed to represent something important
It's as they say, don't hate the player, hate the game. As long as we live in a capitalist society we have to accept corporate money having the power. The real choice is what cause that power will be targeted towards.
We were the LGBT since the beginning, don't try to throw of the T just because they're under attack and aren't as accepted. They fought with us and we have to stand with them until they're accepted as we are.
You should tell that to turfs 😂
I find it so sad that this has to be said. I hope in the near future it's universally condemned for anyone to say "LGBdroptheT".
This is such a well-thought video and you clearly researched your sources. Not to mention, the editing is superb. I love love your videos.
Super excited to read your comments 🔥 Responding to as many as I can!
As a very out queer (trans & bi) consumer, my focus is on small, local, and independent businesses. I've had some really frank discussions with business owners about how important it is for these local businesses to actively include and support queer customers. What I've heard several times is something like, "Well of course we support the LGBT community. We support *all* communities and I think it should be obvious to anyone who comes in our business that we are supportive. Why do I need a flag sticker on my door to show that?"
My response is always, "Yeah, support and inclusion *should* be a given. But it's not. I can guarantee you that there will be people walking through your and if they see a pride flag sticker there will be an internal sigh of relief. Because currently queer people are under attack in diverse ways. There is a feeling that almost nowhere is completely safe."
The final point I make is that the pride flag displayed will mean that they'll lose customers that are actively anti-LGBT. This does not make them less likely to display a pride flag. Every single one of the owners I've talked to responds with some version of "F them, don't want their business anyways." And then I give them the sticker. So far I have a 100% success rate with getting those stickers on doors. (Okay, 3 businesses. But every bit counts. lol)
It's important to realize that they are just pandering, yet it's important that they continue to pander
Wishing you & your channel continued growth - this is high quality content. Thank you
Aaaaw thank you so much for your support 💖
I find it both humorous and sad the amout of raw hate that comes from people trying to be themselves, and more pathetically a few rainbows. "These shirts have rainbows, I'm going to commit ACTUAL TERRIORISM over it". Even without violence they continue to spew propaganda that prays on the ignorant and invokes fear in those who want something to fear, so who's grooming who?
Edit: Great video, BTW!
I don't think it helps the conversation to reduce the outrage to "dislike of a few rainbows". People can no longer ignore certain things that have been popping up, from actual pornographic LGBT content in school libraries, to obscene public scenes in pride parades and drag shows in front of children. I think a big step in calming down the current climate is to address these things and their potential damage.
@@johnnypt14 Yeah, its definitely hard to "ignore" outrage-bait lies.
@@johnnypt14You mean outrage bait? Every time I ask you conservatives of proof that this is actually happening y’all have nothing to say. That, or you’ll link a Fox News article.
@@johnnypt14 Nice job spewing out all the talking points. Your honest opinion (I can no longer ignore the existence of LGBTQ people in my society) is the truth. Hyper conservatives who are threatened and terrified of anything different than them are the real danger to this country.
@@johnnypt14 I keep hearing this be said, yet have not heard nor seen any examples of such things. Something that would definitely help would be sourcing claims like these.
Huh... I'm not sure how I found this unlisted upload, but... Great video!
You got the EXCLUSIVE 😂
"Lets talk about brands and authenticity"
"88% of consumers crave authenticity from brands"
Theres something very funny about authenticity being backed up with corporate market studies
6:30 It wasnt a problem until they couldnt ignore it and had to face the fact that we exist.
Its like... It dont have a problem with Nazis on Laser Dinosaurs cause ive never seen one.
Du bist Deutscher, nicht wahr?
Lmao at that list of things to do to retain your employees. it basically just translates to "people dont want dead end shit jobs" and rich CEOs are like "wow, I'm so glad someone could unravel this riddle of how to keep my employees working".
This is findable by your home page on your yt channel btw (it's unlisted)
edit: on the pride playlist!
You got the EXCLUSIVE 😂
@@guihuppe I watched the whole video before it released im so special fr /j
This mistake makes me want to use the unlisted feature now! 🤔
@@guihuppe i guess it would be good for small announcements or just like random early snippets/scrapped parts of stuff
As the world gets more polarized, it's that mentality of, "if you're not for us, you're against us," which has gotten to both sides. You can't just happily play to both sides anymore, and it's getting a lot more dangerous and scary for those of us who are sort of in both worlds so to speak, where different aspects of our lives are seemingly at war. With families, friends, sense of self, values, and politics being at the forefront of almost every choice, it sure is difficult to know where you're safe, and who you can be yourself around. If you're just in the middle, both sides seem to get upset, and I'm really curious to see how next year goes.
I wonder if our community thinks that corporations are now exploiting Pride purely for financial gain and not working alongside our community as they used to do,it was called "Pride Washing" I do think corporate pride has a place in Pride celebrations but I think a major rethink is needed and both sides need to consciously engage in a mutal dialogue for a more postive future of Pride and corporate Pride. Forcing corporations to take a side will lead to them turning their back on Pride completely and our community. I think at the core corporations do genuinely want to support our community, but it seems both sides have lost their way,but I belive a solution can be found if both side are willing to engage with each-other in a mutaully pro-active way going forward so that Pride can be the celebrationit actually should be. (matt)
your video essays are very underrated, love the video, keep up the amazing work
Thanks 🤗
What do they mean *"forceful"?* We're not forcing anyone anything.
Your videos are really well made you deserve so much more attention. Anyway tho conservitives make me so mad, society always just wants to hate people who don't fit the "norm".
Conservatives' rhetoric really piss me off. We try to help them understand what we want, and they refuse to consider what we're asking of them.
Rainbow capitalism - 2022
Pride reversals - 2023
2024 . . .
What, other than hate, do you expect after calling people names for not following your (extremely different, new) values? It happened earlier to catholic church and now happens to lgbt. Polarization continues and won't stop unless both sides (heh polarization at its finest) find common ground. Requiring not only tolerance, but also acceptance from the whole society is not only foolish but arogant and conceiting. Requiring everyone to blindly accept everything you are saying is wrong. Requiring people to accept drastic changes results in (justified) resistance, to the point where it becomes violent. This is what many miss out when they are introducing changes.
Cool video, peace.
While I understand the disdain for corporate pride expressions, in a capitalist society, winning favour of corporations is a necessary evil, and they will expect some visibility in return. Just think of the two options here, corporations can invest in LGBTQ+ causes and help spread visibility and awareness, albeit for their own profit driven motives, or they can not do that and deprive the LGBTQ+ community of literally hundreds of millions if not billions of dollars for useful causes. By arguing about corporations involvement leaving a bad taste in your mouth when they support you, you essentially tacitly join the side of those more extreme folks who threaten those corporations workers for their support. the reaction of corporations to the out lash of the far right this pride month should be a big red flag that things could be changing soon.
6:39 “most conservatives had no issue with it” said the liar
Rainbow capitalism was cringe. But now I miss it.
Honestly, seeing some of these peoples' homophobic opinion makes me want to throw up. Especially with the people shooting at bud light. Do you know how many LGBTQ+ shootings there have been? These people probably had no problem when BTS had their own McDonald meal, but when someone even just ENDORSES a product THATS a problem. I honestly can't even deal with this anymore. My only hope comes from people like Gui who continue to call out people like this and try to make a difference. So thank you, to everyone who keeps fighting. I love you all
this is a very good and high quality video and deserves more attention!
Aaaaw thank you 💗
As someone that's right leaning, it's interesting seeing how the video is constructed in such a manner that it seemingly makes the same blanket statements as the right leaning videos just in a different way.
I clicked on the video thinking it was going to be a financial analysis on pride month support and pride advertising (most of my content is finance/world news) but that was definitely not what I got.
My general feeling towards the whole pride month debacle is that it's a case of a group moving too fast for society to catch up, whether the direction is right or wrong isn't for me to decide. It really just seems like for a group of people that clearly struggle to get onboard with the movement they've become bombarded with marketing that makes them feel uneasy and lash out. I may be wrong, it's hard to speak for a whole group of people that I don't even completely align with myself, but that's my interpretation of the backlash cause. I don't think it's hate but fear of the unknown and they aren't being given enough time for it to be known. Most conservatives I know don't think gay teachers are trying to turn kids gay, they thing there's a few bad teachers trying to take advantage of the job to groom kids, which makes sense.
Too fast for society to catch up? We went from horse travel to putting a man on the moon in a hundred years, but two consenting adults loving each other is to much? Grown adults doing what they want with their identities and bodies is too much too soon? Bullshit
this channel deserves so much more attention your videos are so well edited hope to see you go to the moon :)))
Aaaw thanks a lot!
This isn't about what they believe in this is about making a profit. If you don't believe me, just look at their logos on social media. On the Middle East ones they never change for pride month. How a company like Disney changes the box art for movies like Black Panther and Star Wars.
There's also that whole thanking a Chinese propaganda Department in the middle of committing genocide against Muslims.
Yes, flex your knowledge on marketing 👏
🤣💪
Love the thumbnail
Love this! Thanks for the time and effort
Thanks for your feedback 💕✨
That's it, I'm moving to Norway.
Really enjoyed the video once again
Idk much about all of this but it's been interesting to learn about it over the past year. I do agree with a lot of people's options that corporate pride isn't the best thing cause at the end of the day most places are just trying to take your money, which is pretty scummy but to be expected. I do think there needs to be some push back or maybe not that but for people to do what a lot are doing rn and showing support for the places that fully support the LGBTQ+, yeah some still just do it for the money but what can you do, at least that way whether it's real care or not LGBTQ+ people get the suppose or even just some light sown on them they need which still can help a great deal. And as much as i hate companies giving up on pride people being safe is the most important thing. Tho always love when we can support smaller business especially that want to spread the love
Awesome video I was glad for the notification about this video
Yaaay! 🎉🔔
Frame a "movement" or a community as united as cats as a religion.
Those that are actually in a religion will think being or supporting lgbtq rights or the lgbtq community is like supporting a different religion.
Thus making more religious people find supporting lgbtq rights or the community as a form of heresy.
Which is a great strategy. It is also an extremely malicious, dangerous, and manipulative strategy though.
I feel like it's more attention seeking than wanting to feel accepted. If you, as an LGBTQIA+ member, need a corporation to tell you that they care about you so they can profit, then you probably need to rethink your inner values. If you care about yourself, you don't have to rely on pride flags and corporate decoration to feel good about yourself. To be clear, I don't believe anyone should physically react negatively towards pride merchandise (aka bomb threats); it should be confined to verbal and written expression.
Cool video, as the previous ones. Tho I feel like the way you built this video feels corporate and less authentic than the previous ones. Feels more acted for some reason. Interesting video!
I think it is his marketing side coming out /j
If you think brands have "values" beyond making more money you are absolutely dellusional.
Of course, ultimately, brands do it for money. They are responding to consumers.
"Brand values" is a well-studied marketing concept. And it wields results for brands because consumers expect brands to do more for society.
And, ultimately, behind these brand initiatives, you'll find real employees committed to these values and to making a change.
I invite you to take a look at the Ronald McDonald House Charities. It's a great example. My family benefited from that initiative when my brother had cancer.
Very interesting video :)
Thanks 😍
adding to watch later for when i get off work ✨
🔥 yaaaay! let me know what you think 🎆
4:05 The clip from Fox News shows a majority of their talking points/actively fighting about and what they as a TV program and on the boarder side, the right are going after, besides that your editing is clean
You are pretty.
Aaw thanks ✨ better lighting makes miracles 😂
Thanks for this video, it's very informative:D You should do more videos like this!
Thanks 😁
the funny thing about this hole thing is it's a buch of old people tying to controlle yong people through there parents
As what's said in recent years. Go woke, go broke. 😂
Do you sincerely think target gives a fuck about their employees?
They do, happy employees are cheaper and more productive. Especially if you "just" have to spend a few bugs on putting up a flag.
Thanks so much for this video. I'll be using my Karen powers for good, with your help :)
This was a quite informing video and I'm glad I found your channel :):)
Yaaay 👏👏👏 thanks!
@@guihuppe :)
Since I'm not a beer drinker, (I've never liked the taste of beer, I prefer a Screwdriver, Mai Tai, Bailey's Irish Cream, or Strawberry Margarita), I don't care one way or another about Bud Light. That being said, I think it's stupid that Conservatives would have a tantrum over the rainbow colours on the Bud Light can. What's their damned problem?
Okay so you really don't understand why people (not just conservatives) might be upset with corporations promoting unholy behaviour? If you are serious then you should really consider looking into an abrahamic faith
@@repton007 Really? What will that tell me?
@@jasoncarpp7742 it would tell you "their damned problem". It seems to me that a wisdom of the abrahamic faiths is their stories that give meaning to peoples lives. And when you threaten their stories by putting what is fringe in their framework (gays and the like) at the centre they will be worried. I hope someday you might take seriously the positions put forth by people like jordan peterson(i know. hes neonazi, right?) ,Paul kingsnorth, or ian mcgilchrist. They all argue for a deeper story. One that can hopefully save us from the total relativism we are in.
Tldr: I care about you and want you to live the deepest most fulfilling life possible.
Budlight is not beer. It is water with beer flavor.
@@repton007Why is being gay or trans unholy? Also, not everyone believes in god so we don’t have to cater to your beliefs. And y’all call us sensitive snowflakes 💀
Love your videos!
Thank you so much 🤩 Excited to see you soon again on the channel ❤️️
Laws against chemical or surgical interventions to irreversibly change the bodies of minors = biggoted laws 🤔
Level of self awareness ⬇️
Tell me what you know about kids transitioning
Interesting, very cool video! 👍
Thanks
Good vid
Thanks
great video
Thanks
I like how the video is made, but man your conclusion is a bit one sided. I think that only very few people have a problem with the marketing. It is just weird if your brand identity does not match your target customer base. Both Target and Budlight are actually very good examples. So blaming this on right wing politics is a bit too easy. Further some points are valid, like the participation of transgender women in women sports. Also early medical procedures should not be taken lightly. After all they come with an inherent risk and children are not fully grown up to make those live changing decisions on there own. I think if the video would be less judging about the politics it would be better.
this "video essay" feels ai generated lol. Very surface level and biased analysis. Straw man arguments against the conservative arguments.
🤖 we love AI
@@guihuppe do you love George Soros? 🤣
You’re only saying this bc they’re not condemning the lgbtq+. Grow up and learn to understand that we exist, k? 😊
@@custom4095 wrong. Im saying this because the video is heavily biased in one direction.
@@christopherjohnson9167 And that one direction happens to be right. Not everyone wants to cater to conservative view points bc half of the time they’re blatantly fascist. Human rights shouldn’t be a debate topic ❤️