International Journal of Humanities and Social Science Review

Corporations are increasingly pressured by the public to effect positive change in the world through corporate social responsibility. The resulting involvement of corporations in sociopolitical activities has an impact on the movements themselves. One such cause that has seen increasing corporate backing since the 1970s is the gender equity movement, including its subsections feminism and queer rights.1 These political movements have been shaped and molded by the corporate dollar since being deemed profitable. Identity and activism has become a product bought and sold to big brands with deep pockets.2 Events once meant to concentrate political power for radical change have become consumer based spectacles. 3 The general public, who once condemned the radicalism of gender equity, have come to embrace the capitalist renditions of this movement. Male, heterosexual, and cisgender individuals at the intersect of other privileged identities are attending Pride celebrations and feminist events despite those events not being meant for their participation.4 The corporations investing in these events see privileged people as valuable and attempt to draw them in by lowering levels of political action. The once rare presence of privileged allies has become commonplace. However, it is difficult to call privileged consumers of corporate gender equity allies to radical sociopolitical activism when their presence at events is driven less by a willingness to engage with radicalism and more by a desire to participate in feel-good festivals crafted by corporate investment. The target of this new corporatized gender equity movement has changed from the oppressed and disadvantaged to the valued customer. This causes the movement to stray from its original