Culture State

Why are companies going gay? And why aren’t gay people offended?

Let’s be honest. Apple are in the business of selling products. They’re a business, and they’re not going to back a cause that threatens to sink them. So, don’t mistake their latest campaign for bravery. They’ve simply joined the plethora of brands now gayifying just about everything they’re offering, automated teller machines are no exception.

In fact, thanks to the official YES Campaign, we’ve now been offered a large list of more than 2,000 organisations that are publicly backing LGBTQI issues. It’s no surprise then to see Apple’s latest virtue-signaling campaign called First Dance. A number of short videos have appeared on social media recently, all of which are taken from the extended advertisement which can be viewed below.

The one minute video shows numerous same-sex couples kissing and embracing each other while they perform their “first dance.” So, what does this have to do with Apple? For literally one whole second the words “Shot on iPhone X” appear on the screen. That’s it.

This is virtue-signaling at it’s finest. And what I want to know is why more gay people aren’t offended by the fact that these big corporations are using their “cause” to sell their products. Because in reality, if businesses like Apple thought being involved with LGBTQI issues was going to cost them, they would at most, remain neutral.

You only need to look at the growing list of companies that have boycotted the National Rifle Association since #BoycottNRA became trend. Delta, United Airlines, Avis, Hertz, Alamo, Chubb, TrueCar, just to name a few. Did they all simultaneously come to the conclusion that the NRA is an evil association they must distance themselves from? No, of course not. They disassociated with the NRA because they feared public opinion. They feared it would impact their sales.

Don’t fall for the virtue-signalling of these multi-million dollar companies. They’re not doing it for you. They’re doing it for sales.

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