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According to PBS, rainbow capitalism is a term that is used to describe big corporations, brands, and companies using rainbows, coming out with Pride merch, and more in order to show support for the LGBTQ community. On the surface, it’s a great thing. For decades, many people never thought they would be able to see acceptance on such a grand scale, but not all support is genuine. Many companies only show support in order to persuade people to spend money.