Pride Friends or Frenemies?
Do big corporations put their money where their mouth is?
As we dive deeper into one of my favorite months of the year, the rainbows are in full force. Don’t get me wrong; I love rainbows; I own a couple of things with rainbows — sandals and swimming goggles.
But even so, when I see companies come out with their rainbow lines, I cringe, questioning their motives. Are they really an ally, or are they just trying to make money? It might just be me, but I find solace when companies are allies instead of companies that just wanted gullible consumers’ money. I want to see genuine allyship. I want to see companies support and learn from the LGBT+ people instead of performative allyship. Some of the companies mentioned in the list fall under performative allyship. In other words, they give the community empty promises.
In a CNN article, author Chris Stedman said it best, “The progress has been phenomenal, but we need to work on perfecting it, on tightening it.”
So I have compiled a list of brands producing rainbows, in order to better help us answer the question: Are they friends or frenemies?
Target
Target, like many, is one of my favorite stores, but it’s been a bumpy road with its boycotts and changing CEOs.
The company hit the headlines in 2010 after the CEO, Gregg Steinhafel, donated $150,000 to MN Forward. In simpler terms, Target donated to MN Forward and provided aid to Republican Tom Emmer. In 2010 Emmer, according to the HuffPost, “cut the minimum wage for service-sector workers who earn income based on tips. Another thing you might want to know is that he’s hostile to the rights of the LGBT community.”
Soon after, Target seemed to have done its research trying to change for the better.
In 2012 the public saw Target’s first LGBT+ads; they’ve been incorporated ever since. Then enter Brian Cornell, the current CEO, under Cornell Target signed the Equality Act in 2015.
“Today, we’re proud to announce another important milestone: Target has signed on in support of the Equality Act.”
In essence, Target supports the LGBT+ community. But are they worthy of pushing LGBT+ merchandise? That will always be up to you, but Target does support the movement, even if their newest collection has mixed reviews from the community. In my opinion, the collection is cheesy, but I do see an attempt to show that the company is learning more about the LGBT+ community.
Officially Ruling: Friends
Starbucks
Starbucks was a difficult company to suss out. To be fair though, I only did it because I love their food, tea, frappuccino, but not their coffee. Funny, I know. Their cake pops are wonderful to the tastebuds. But, where do Starbucks ’ loyalties lie? I’m not sure, exactly, which is slightly bothersome when many companies these days are drawing lines in the sand with their opinions. Thus making it easier to see what companies you want to give your money to.
In earlier years, Starbuck’s homophobic employees have been brought to light, but they aren’t the company. Nonetheless, in 2018, Maddie Wade sued Starbucks for discrimination.
But instances like these are hard to find in the mainstream, so it can be inferred that the company keeps their sometimes problematic employees under lock and key. This clarity on stances helps customers know where to put their money.
Let’s look at the ads. Surely, a company that speaks on its support has the ads to match? I wish there was more to tell here, but the biggest one I found was the company’s 2020 campaign, #whatsyourname. With it, the company accompanied the ad with,
“At Starbucks, writing your name on a cup and calling it out is a symbol of our warm welcome. It’s a small gesture, but it’s symbolic of what we believe in: Recognition and acceptance, whoever you are, or want to be. We welcome everyone.We’re proud to support Mermaids, a charity supporting young transgender and gender diverse people and their families”
Officially Ruling: Quiet friends
Chick-fil-a
Chick-fil-a. The place of the famous chicken sandwich. In my opinion, Chick-fil-a doesn’t have the most fabulous chicken sandwich, but is it decent? Yes. (Zaxby’s is so much better) Whatever your stance on their food, I’m sure we are all aware of the controversy that constantly surrounds the chain. It never seems to end, but they are still open. Chick-fil-a sales haven’t dwindled enough, even with the backlash, the controversial statements, and the boycotts. All kinds of people are still eating Chick-fil-a.
In 2019 Chick-fil-a stated it would stop donating money to anti-LGBT+ groups.
We made multi-year commitments to both organizations, and we fulfilled those obligations in 2018. Moving forward, you will see that the Chick-fil-A Foundation will support the three specific initiatives of homelessness, hunger, and education,” a Chick-fil-A representative”
Even so, the vague statements and empty promises Chick-fil-A isn’t committed to helping or supporting LGBT+ groups. Earlier this week, Esquire reported that the chains CEO Dan Cathy is again swimming in backlash. Cathay personally donated a sum of cash to groups directly against the Equality Act, which according to NPR would “a bill that would ban discrimination against people based on sexual orientation and gender identity.”
Cathy is also a member of the National Christian Foundation, NCF, one of the biggest Christain organizations.
“Organizations receiving the most funds from NCF included the Alliance Defending Freedom, which has advocated for sterilizing transgender individuals, and the Family Research Council, which has advocated conversion therapy. Members of the Family Research Council including Tony Perkins, the organization’s president, have sought to link pedophilia and homosexuality.”
Overall, keep an ear pressed to the ground regarding Chick-fil-A news. Hopefully, they will grow and learn as a company.
Officially Ruling: Frenemies
Walmart
Walmart is a messy case to put it nicely. In the early 2000s, Walmart was a conservative company. So much so that the Human Rights Campaign (HRC) gave the company a 14%, one of the lowest scores. The study, states that “Six companies received a rating of 14 percent because the HRC was unable to find any evidence that they had overtly resisted equal treatment for their LGBT+ employees, but neither had they taken any affirmative steps for LGBT+ employees, consumers or investors.”
Then again time brings change and that’s what happened for Walmart. In 2017 the HRC gave Walmart a perfect score in how they treated the LGBT+ community. Then the score went down and due to discrimination cases.
This is the most flip-floppy company it can be hard to keep up between the support claims and the legal cases. Walmart releases Pride collections only to donate money to politicians that voted against the Equality Act.
But then I take into consideration their most recent HRC rating, it's perfect. Here is a brief look at “Inclusive Benefits” that the HRC listed out,
“Supports: Equivalency in same- and different-sex spousal medical and soft benefits. Supports: equivalency in same- and different-sex domestic partner medical and soft benefits. Supports equal health coverage for transgender individuals without exclusion for medically necessary care.”
There are other criteria of course, but it seems that companies’ work protocols benefit people of all backgrounds.
Overall, it’s messy waters over at Walmart. Officially Ruling: Frenemies?
With many companies making millions of dollars I would hope that their money goes to positive charities, causes, and programs that don’t discriminate.
