The Rainbow Medal of Honor

The truth is— there are big dollars up for grabs and companies are willing to take the risk of “posing” as allies when many of them have done next to nothing for the LGBTQIA+ & BIPOC communities. I mean, it’s just a rainbow or a BLM fist emoji, right? What’s the big deal? Well, that’s just it—it is a big deal for whole communities and it still matters even when it’s only being seen through dollar-sign lenses.

Comparatively, I want to frame this through another lens that may be helpful.

Now, imagine someone walking down the street with a military “Medal of Honor” they never earned—unapologetically proud, dressed in an officers uniform on a day that wasn’t Halloween. How would that make someone feel who had paid their dues? Where’s the empathy?

In a very similar manner—the pride flag and all forms of LGBTQIA+ & BIPOC symbolism that gets absorbed into our consumer-driven culture (without any real support) infringes on the sanctity of social movements.

Think about it — a 53 year old movement filled with giants from every cultural background, stories that pre-date recent memory, struggles that have defined entire generations and ongoing political warfare that continues to haunt our communities. Then June comes around and the mascots of our struggles, culture and history get absorbed by the mainstream—like items from a rainbow swag bag—in an attempt to say “hey LGBTQIA+ & BIPOC’s, we‘re here for you!”

Come on now!

These flagrant displays of marketing are honestly shameful, and quite ignorant at their core. And the sad part is they don’t have to end up this way. These efforts can be crafted with more respect and honor everyone involved while still being playful or fun despite the serious undercurrent the these social movements have. There are plenty of well-informed, educated and qualified folks out there—who if given a seat at the table—could help short circuit marketing disasters like the one above.

But I digress.

While I would never claim to have all of the answers to this situation unfolding in our country and around the globe, I think it’s important to shed light on how these “Rainbow Medal’s of Honor” in the world are not all earned with integrity. And while the intent to show the LGBTQIA+ & BIPOC communities support and allyship through the use of cultural symbolism resonates, the execution and impact from many of the “half-assed” efforts you see out there don’t always add up. You can’t simply take a rainbow or black fist at face value and assume it’s coming from an ethical place anymore.

I heard someone at a conference once say:

I think about this idea often when looking closer at how LGBTQIA+ & BIPOC symbolism (and the plethora of permutations that are now out there) get absorbed into the world around me during pride season and throughout the year. If you take the time to do a little of your own research and validate where your hard-earned dollars and support are going the next time your being inspired by cause-marketed message, you might be surprised by what you’ll find.

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