Performative Allyship

Pride, politics, and the pause on performative allyship

By: Noeka Nimmervoll, Staff Writer Taking a stand on certain issues is a useful tactic for businesses to connect with their consumers. For example, the recent Canada-US trade war has motivated Canadian companies to advertise using the “Buy Canadian” trend. Unsurprisingly, companies capitalize on their consumer base’s desire for their purchases by reflecting consumers’ values to increase their market profit. One of the communities that is targeted for profit maximization is the 2SLGBTQIA+ community. Companies plaster colourful flags for the purposes of virtue-signalling, otherwise known as rainbow capitalism, every June.  Trends in the public sphere of the 2010s were increasingly…

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