Throughout the year, there are days and months dedicated to marginalised groups, most only having been established over the last century. Think International Women’s Day, Black History Month, or Pride Month. It’s refreshing, after centuries of battling for basic awareness in mainstream society for these groups to now be allowed this kind of visibility, and celebration rather than mere toleration. There is still progress to be made, these marginalised communities do still face discrimination socially and systemically but the establishment of these holidays was definitely, at least once, a step forward, in cementing the presence of once overlooked minority groups and commemorating the resilience of these communities throughout history.
However, the original principles of which these holidays were founded on has since been overridden by capitalism and commodification, which has become most notable in recent years. For example, each June, when Pride Month comes around, brands plaster rainbows all over their social media accounts in a phenomenon dubbed ‘Rainbow capitalism’. They attempt to depict themselves as allies - often while making no effort to help the LGBTQ+ community in any other way - to secure a profit by putting on a facade of solidarity and support. But as soon as the clock strikes 00:00 on July 1st, all signs of “allyship” will have been wiped clean off their accounts. It’s unfair that the marginalised are turned into markets, once again overlooked and not truly heard over the sounds of corporate greed.
Essentially, it’s large-scale performative activism, and if anything, proves how essential these days/months are in educating the masses on inequality. The commodification of minority groups in this way is upsetting, especially considering that these are groups that have had to face wide-spread injustice over the course of centuries. However, if the proven resilience of these communities throughout history tells us anything, it’s that there is always scope for these periods to be reclaimed and rebranded back to non-branded celebrations.