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  • 2017 I went to Boston Pride, that was the first  time I went to a Pride in the United States.  

  • And I identified two major differences between  Pride in Taiwan and Pride in the United States.  

  • First off, I noticed way more seniors were  participating in Boston Pride compared to  

  • Taipei Pride, which is a beautiful thing  because that means the LGBTQ community is  

  • less stigmatized in the US even among the older  population. The second thing I noticed is that,  

  • I saw way more big companies used pride  as an opportunity to promote their brand.  

  • But why, and is that good or bad? Let's find  out with People Also Ask.

  • Hi, I am Shao Chieh Lo, Welcome to what people also ask, where  I search something seemingly obvious and  

  • share with you some of its PAA, aka People Also  Ask, which is a feature telling you what other  

  • people are searching on Google that related to  your query. Today's keyword is Pink Money and  

  • Pinkwashing. So let's talk about today's first  PAA How much money does LGBTQ community generate?  

  • which extracted its answer from a Wikipedia entry  titled "Pink money" and I believe this entry can  

  • explain a lot about what I saw in Boston PrideAccording to this entry, Pink money describes  

  • the purchasing power of the LGBTQ community, In  2019, LGBTQ adults globally held a combined buying  

  • power of approximately $3.7 trillion. It's been  considered more often than not a market exclusive  

  • for the US, UK, and some places in Europe, but its  extension covers a large amount of Latin America  

  • and part of Asia. That, I believe, is whynoticed a disparity in the pride participation  

  • level of large corporations in Western and Asian  countries. While we know that many Asian countries  

  • are catching up on LGBTQ rights, many Asian  businesses may still view participating in pride  

  • as too risky. But why it is called pink money? It  has something to do with history. And it appears  

  • that the British use this term first. According  to an article titled "Pursuing the pink pound:  

  • How big is the UK's LGBTQ market?" published by  crunch.co.uk which appears to be a website of an  

  • accounting software company. According to  this article, the phrase 'pink pound' first  

  • appeared in the Guardian newspaper in 1984.  During World War 2 gay people were made to  

  • wear a pink triangle to make their sexuality  obvious. But after the war ended, the color pink  

  • was reclaimed as a symbol of the LGBTQ rights  movement. This article also mentioned a concept  

  • called "Pinkwashing". So let's talk about the next  two PAAs: Who coined the term pinkwashing? and Is  

  • pinkwashing bad? These two questions were answered  by a Wikipedia entry titled "Pinkwashing (LGBT)"  

  • ,and the aforementioned article titled "Pursuing  the pink pound: How big is the UK's LGBTQ market?"  

  • and another article titled "Pink Dollar Marketing  and Queer Representation in Advertising"  

  • published by mediasmarts.ca which is a Canadian  not-for-profit organization for digital and media  

  • literacy. According to these three articles,The  term Pinkwashing was coined by Sarah Schulman  

  • in her article for The New York Times titled  "Israel and Pinkwashing" published in 2011. and  

  • Pinkwashing is when a company makes a concerted  public relations effort to appear gay-friendly in  

  • order to gain access to the pink money, but  they don't actually genuinely support LGBTQ  

  • rights and some will even willingly act against  queer interests when it's convenient for them. For  

  • example, When R.J. Reynolds Tobacco Company sought  to break into the queer market in San Francisco,  

  • their proposed gay-themed marketing campaign  was tellingly referred to in-house asProject  SCUM”.

  • Well, what can you expect from a Tobacco  Company, they literally kill people every day.  

  • But there are tones of companies that have done  this, that even include companies generally  

  • considered LGBTQ-friendly like Starbucks, can  you believe that? So the next none-PAA is,  

  • Did Starbucks commit pinkwashing? This Non-PAA  is answered by PinkDot Taiwan's official Facebook  

  • page, which is an annual LGBTQ event that started  in 2009 started in Singapore and extended to other  

  • Asian countries. and Student Union For marriage  Equality's official Facebook page which is an  

  • LGBTQ right student organization in TaiwanSo here's what happened: In early June 2016.  

  • Starbucks Taiwan launched the six-color rainbow  cup, but the promotional copy did not express  

  • any explicit support for LGBTQ rights, only  includes implicit words like "six-color rainbow  

  • spectrum" in their copy. At this point, it's kind  of still just in the grey area of pinkwashing,  

  • and it appears most of the people in Taiwan were  giving it a pass. A lot of people thought that for  

  • a company operated in an Asian country implicit  support was already progressing. The PinkDot  

  • Taiwan's official Facebook even encourage People  to "encourage Starbuck Taiwan to do more, instead  

  • of accusing their semi-pinkwashing behavior" But  then on June 16, 2016, Student Union For marriage  

  • Equality's official page release a post, said that  they called Starbucks' customer service asking  

  • if their six-color rainbow cup is in support of  LGBTQ right, and here's what the customer service  

  • agent reply "Starbucks respects multiculturalismbut the rainbow design is based on the concept  

  • of colorful summer" and they denied any  connection between their six-color rainbow cup  

  • and LGBTQ issues. To rule out the possibility  that the reply was not due to an ill-trained  

  • customer service agent, PinkDot Taiwan's editor  called Starbuck's customer service again,  

  • and this time they posted the whole conversation  with the agent as followed: Starbuck first said:  

  • Starbucks always supports and respects  multiculturalism, but the rainbow design of this  

  • cup is based on the concept of colorful summernot related to LGBTQ." The Pinkdot keeps on asking  

  • "Then why did you choose the "six-color rainbowinstead of the more common "seven-color rainbow"?"  

  • Then the customer service agent fell into  silence. Since the customer service did not reply,  

  • Pinkdot went on and said "Six-color rainbow" is  a cultural symbol often used to support LGBTQ.  

  • We have not seen it used on other occasionsand you were completely unaware of it before you  

  • used it?" The customer service fell into silence  again. Since the customer service did not reply,  

  • Pinkdot went on "So you used a six-color rainbowbut you said that you don't support LGBTQ?" The  

  • customer service repeated the canned reply  “Starbucks always supports and respects  

  • multiculturalism, but the rainbow design of this  cup is based on the concept of colorful summer,  

  • not related to LGBTQ." Pinkdot replied "So  Taiwan Starbucks does not support LGBTQ?  

  • Even the Starbucks head office of the United  States has publicly expressed its support, that  

  • does not including you?" The customer service fell  into silence again. Since the customer service did  

  • not reply, Pinkdot went on " Don't you think it's  exploiting LGBTQ community to use a symbol that  

  • supports LGBTQ to make money, but refuse to speak  up for us? The customer service then replied:  

  • I will pass your opinion to the supervisor, or  if you want to call the head office directly the  

  • number is 02-87867799. In the end, the pinkdot  editor asked the customer service to ask their  

  • supervisor to call back as soon as possible, but  the call to the head office did not receive any  

  • reply. And when they check Starbucks' post againthey have even rewritten the original copy that  

  • implied their support of LGBTQ to make sure they  did not even implicitly support LGBTQ rights.  

  • Wow, so it is like the "first-degree pinkwashingfrom Starbucks! A company always proclaims to be  

  • LGBTQ-friendly. Well I understand the  Starbuck Head office in the US might not  

  • directly involve in this pinkwashing scheme, but  I won't say they totally don't have responsibility  

  • since when you expand your brand  overseas, it's your responsibility  

  • to make sure your brand value proposition  is consistent. At the end of the video,  

  • I want to mention that the term pinkwashing is  also used to describes a company's campaigning for  

  • breast cancer awareness while they contribute  to the production of chemical carcinogens.  

  • I mean, seriously for companies who don't actually support LGBT rights and breast cancer awareness

  • just don't make money  you don't deserve okay.

  • So, if you are a company  that doesn't actually support LGBTQ rights or  

  • breast cancer awareness, here's what you can  do: Shut your fxxx up! Because Pinkwashing  

  • usually angers the LGBTQ community or people  who have loved ones having breast cancer more  

  • than if they never said anything in the first  place. It's important for retailers and brands to  

  • only get involved in politics if it's something  they truly believe in. The public don't take  

  • kindly to businesses who use politics solely  for their brand's growth. Okay, let's recap.  

  • Today we learned that Pink money is referring  to the purchasing power of the LGBTQ community,  

  • a little bit of history about pink money, the  concept of pinkwashing, Startbucks Taiwan's lamest  

  • pinkwashing move in 2016, and the best practice  for companies that don't actually support LGBTQ rights

  • or breast cancer awareness, which is to shut  up. If you made it to the end of the video,  

  • chances are that you enjoy learning what  people also ask on Google. But let's face it,  

  • reading PAA yourself will be a pain. So here's the  deal, I will do the reading for you and upload a  

  • video compiling some fun PAAs once a week, all  you have to do is to hit the subscribe button and  

  • the bell icon so you won't miss any PAA report  that I compile. So just do it right now.

2017 I went to Boston Pride, that was the first  time I went to a Pride in the United States.  

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Pink Money & Pinkwashing: Did you know even Starbucks has committed Pinkwashing?

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    羅紹桀 に公開 2021 年 06 月 27 日
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