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From what I recall, the first time I saw 'rainbow capitalism' from a big brand was this image from Oreo in 2012.
It created a lot of controversy. Calls for boycotts and such. But Oreo didn't take it down. They were unapologetic and didn't try to appease the homophobes or backtrack.
And I know this sounds weird, but it was like a shift. Proof that public opinion or acceptance of queerness was widespread enough for a company to consider it profitable.
