Disclaimer: For the sake of speaking from a platform, I would like to make it clear that I am trans man myself. The views and opinions in this article reflect my experience as an actual transgender person and should not be questioned in regards to their validity or authority.
On Sunday 2nd February 2020, Starbucks launched their new advertising campaign with a 90 second advert. The advert features a trans man, James, who is dead-named (referred to by the name he was given at birth and no longer uses) throughout the advert when a parcel is delivered, he is called into a doctor’s office and when his dad introduces him to some friends. However, when he goes into a Starbucks, he is able to give them his preferred name of ‘James’ without being questioned, and he smiles. You can watch the advert here: https://www.youtube.com/watch?v=pcSP1r9eCWw
Following the release of this advert, Starbucks have been selling mermaid tail cookies in support of Mermaids UK - a charity that supports transgender, non-binary and otherwise genderqueer youth across the UK. 50p from the sale of the cookie goes directly to Mermaids, and with the popularity of Starbucks on the daily commute, it’s safe to say they’ve probably raised a large amount for the charity this way. The advert itself met almost immediate success, winning the Channel 4 annual Diversity in Advertising Award for it’s accurate portrayal of many transgender person’s experiences.
However, the #whatsyourname campaign has seen as much backlash as it has support.
Overall, there is a consensus at least on how accurately the experience of a young partially closeted trans man was being portrayed. As a semi-recently out trans man myself, I found that the first time I watched the advert I was overcome with emotion. I had never before seen something so close to my experience in any kind of media - not film, not television, not media - until that one 90 second advert. Many trans and non-binary individuals took to social media to share their own stories surrounding chosing their name. It is often suggested to those who are just coming to terms with their gender identity to experiment with new names through places like Starbucks - where they can try out a name for the first time judgement free.
Mermaids UK have made many statements about how pleased they were with the campaign and the success of the colourful tail cookies:
But it was quickly called into question whether or not Starbucks 'brave’ advert was made with the purest of intentions - or if it were just another act of rainbow capitalism.
Rainbow capitalism, for those who haven't before heard the term, is the codification of LGBTQ+ struggles, culture and stories for the financial gain of a company or celebrity. Usually, it is seen the most during the pride summer months, particularly June, when companies use Queer culture to make profit off their products. You’ve seen it. Rainbow versions of packaging and a pledge to donate 2% of profits to a LGBTQ+ charity of some kind. Really, the aim for these products isn’t to help Queer people - it is to sell to a wider audience who then feel socially gratified for buying statements of support. LGBTQ+ consumers are becoming more savvy about company’s attempts to sell their own culture back to them, purely for profit. Starbucks are just another in a long line of companies profiting from Queer struggles, and people were quick to point this out. Worst of all, many transgender employees past and present took to social media in outrage to critises Starbucks for the transphobia they faced whilst being employed by the company.
Personally, I’m still on the fence about this one. As much as I hate to admit it (I don’t even like Starbucks; I’m a tea boy!) I have never seen my experience so accurately captured in a piece of media, even if it is only an advert. I don’t want to support LGBTQ+ exploitation for capitalist gain, but equally, I want to live in a world where seeing my experience in media is commonplace. Do we champion diversity? Accessibility? Representation? Or do we cast it aside for more conscious consumerism? How do we make that decision?
I don’t know what the answer is, but I’d love for anyone reading this to offer their own opinion below, even if you think it won’t be popular. The discussion of rainbow capitalism is a difficult but important one, which deserves our time and attention. What do you think?
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