Corporate pride

The start of the Winter Olympics earlier this month for many was a greatly anticipated event, not least because of various controversies surrounding Sochi 2014. Whilst journalists arriving only a day or so before the opening ceremony were tweeting pictures of unfinished and unfurnished Olympic accommodation, the main focus was supposed to be the greatest showcase of outstanding athletes from around the globe.

Olympic sporting events are a time to unite different cultures, set aside differences and compete together, upholding the core values of friendship and peace. That’s something to be proud of, and pride is certainly a feeling most would associate with any major sporting event like this.

Pride, of course, is a touchy subject in Russia right now. The word itself is today often associated with the LGBT+ community, and they certainly aren’t allowed to be proud of themselves in Russia. Recent legislation has minimised the amount that people can vocalise that pride and acceptance of their sexuality, and it’s tragic.

In the UK, we take for granted the fact that every summer across the country; people of different genders, sexes, races, backgrounds and, most importantly, sexualities gather together to celebrate their unique identities – pride week. Often we dismiss it, it’s so normalised as part of our culture to be an increasingly accepting nation that we’d probably complain more about the traffic jams the festival causes than the abundance of sequins and feather bowers that adorn hundreds of gay men.

It’s difficult to draw the line at where to impose our values and acceptance onto other countries, and how far we should take a stand against those that disagree with them. Talk of boycotting the Winter Olympics was hot on everyone’s lips a few months ago, and many have anticipated a great gesture of public support of the LGBT+ community in the middle of a medal ceremony.

On the opening day of the games, Google took a big leap and changed its doodle to something rainbow themed. The last time I checked, Google was a pretty big corporation, with its search engine homepage being on the vast majority of screens around the world every single day. It was a brave move, to help brave people suffering cruel legislation and attitudes in their own country for simply being themselves.

It begs the question though – should companies get so politically involved in everyday life? And if it’s the best thing since sliced bread that happened, then where’s the rainbow tribute to those suffering under a similar and even more brutal set of laws in Uganda every day? Why isn’t Google doodling about Saudi Women being allowed greater freedoms with perhaps a cute comical car whizzing around, roof down with a burka gently blowing in the breeze behind? What about pressuring governments to take in Syrian refugees, again suffering people, by doodling about them?

In a similar move, the Guardian and Independent newspaper logos changed to appear rainbow themed in what seems like a growing trend of corporate solidarity with LGBT+ Russians. Whilst it’s a nice gesture to say the least, does it really help? Perhaps not. Maybe all Google and other companies have achieved by supporting LGBT+ communities is make Russian authorities angry that they’re the butt end of a joke – I’m not so sure if I was a serious homophobe, a series of colourful blocks on a screen would change my mind.

If companies like google, the Independent (even Oreo or Ben & Jerry’s for their campaigns to support same sex marriage in the USA) actually want to make a difference then why can’t they donate some of their profits to organisations that work on a ground level to support LGBT+ Russians? Campaigns that work to change the mind set of homophobic legislators are surely more effective than changing the colour of your logo for 24 hours right? They have demostrated that they care so why are they so reclutant to transfer gestures into real action?

Perhaps I’m a bit of a cynic. Solidarity and support from big corporations must mean a lot to such an oppressed and threatened group of people, knowing that outside the borders of your country there are people who wield great power and think that who you are is something to be proud and not ashamed of. You and I have probably never felt what it’s like to be in that dire a situation, perhaps it means a lot just to know there’s some support out there.

If you’re going to get so political and you’re a big company, use your power to change minds but remember that money for support goes further than a rainbow flag design.