The following is an essay I wrote for a college class about how companies are using "diversity" to market themselves and turn radical queerness into something more acceptable to mainstream audiences.
Companies have been known to use diversity initiatives to improve their public image and make themselves look like they care about social issues. But what happens when these initiatives are used to co-opt radical queerness and turn it into something that's more palatable for mainstream audiences? In this essay, I will discuss the ways in which corporations are using "diversity language" to transform radical queerness into something that is more marketable.
Diversity has become a buzzword in recent years, with companies touting their commitment to creating inclusive workplaces and celebrating differences.
There's another side to this story - one where companies are using diversity as a way to sell products and services.
Nike recently released a campaign featuring Colin Kaepernick, who became famous for kneeling during the national anthem to protest police brutality against Black people. The ad features the slogan "Believe in something even if it means sacrificing everything." While this may sound like a powerful message, some have criticized Nike for trying to capitalize on a movement that is still ongoing.
Apple has been praised for its LGBTQ+ inclusion efforts, but critics argue that the company is simply using queer culture as a marketing tool. The company's latest iPhone commercial features a same-sex couple and their child, which some say is an attempt to appeal to a wider audience.
Starbucks has faced criticism for its "Rainbow Mugs" campaign, which some argue is just a cynical ploy to boost sales around Pride month.
While it's important for companies to be open about their values and support social causes, we need to be aware of how they use these messages to sell products. Corporate America can co-opt radical ideas and make them palatable for mainstream audiences, leading to watered-down versions of what was once revolutionary. By examining how companies use diversity language to transform radical queerness into something more palatable, we can better understand the impact of corporate power on our society.
How does corporate diversity language transform radical queerness into palatable marketing?
Corporations have long used words like "diversity" and "inclusion" as marketing tools to appeal to consumers who value social justice and progressive values. This has often been criticized for co-opting these concepts and turning them into mere buzzwords, but it also presents an opportunity for queer individuals to be seen and heard by wider audiences.