THE PINK MONEY DISCOURSE: AWARENESS AND THE CONSTRUCTION OF LGBTQ+ CONSUMER IDENTITY IN CRITICAL MARKETING PERSPECTIVE
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Abstract
This article studies the discourse of pink money and its role in building LGBTQ+ consumer identity within a critical marketing perspective. The idea of pink money is both an economic force and a cultural practice that connects markets with identity politics. The study shows how companies recognize LGBTQ+ consumers as a strong market niche, but often use representation in ways that focus on profit rather than deep inclusion. At the same time, LGBTQ+ consumers see pink money as a way to claim visibility, express identity, and demand recognition. This creates a tension where awareness of pink money can be a tool of empowerment but also a sign of commodification. The article highlights that pink money is more than consumption, since it reflects wider struggles for social respect, authenticity, and equality. By linking marketing practices with identity politics, the study provides insight into how consumer culture shapes both empowerment and exploitation of LGBTQ+ communities in the modern market.
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