When Capitalism Got Woke: The Hypocrisy of Corporate Virtue Signalling and the emergence of Rainbow Capitalism
Editor-in-chief April Howard explores ‘Rainbow Capitalism’ and the corporate exploitation of trauma and social injustice for profit. [Featured image: Restatement by Andre] To the backing track of gentle piano music, a transgender boy goes about his day- to- day life being called by his deadname ‘Gemma’, the continual misgendering chipping away at him. Until, at Starbucks, the barista asks his name and he can finally tell us it is James. The advert ends with a peaceful scene of people sat in Starbucks, while James walks past the window, coffee in hand. The advert screams, in all senses except the literal,…