Burger Queer: Rainbow Capitalism or Allied Action?
Tough questions about Burger King’s LGBTQ marketing
Corporate sponsorship of LGBTQ Pride events raises fierce controversy in queer communities. People rightfully dismiss much Pride-centered marketing as cynical “rainbow capitalism” that seeks to profit from the appearance of social justice while doing little or nothing to actually help oppressed people.
Since 2014, Burger King has heavily engaged with LGBTQ people and organizations, running innovative global ad campaigns with queer content. Is the corporation opportunistic or an exemplar of genuine allyship?
Burger King’s LGBTQ-forward CMO
Fernando Machado is the Global Chief Marketing Officer at Restaurant Brands International (RBI), the parent company of Popeyes, Tim Hortons, and Burger King. Forbes Magazine has hailed his creative marketing during the COVID-19 pandemic.
According to Forbes, his efforts have helped Burger King succeed during a very difficult time, while being careful to encourage customer and employee safety as recommended by the US CDC.
Machado, who was born and raised in Brazil, living and working in South America, Mexico and London, currently resides in Miami. He’s been called by his peers the “most loved…
