LGBTI+ REPRESENTATIVENESS AND COMMODITIZATION: problematizing strategies of financial institutions

Abstract

In this paper, we problematize the strategic use of LGBTI+ agendas, symbols and representation in initiatives of three financial institutions: Pride Bank, Santander and Itaú. Based on cartography and on Foucaultian’s theoretical-methodological concepts, we analyze forms and forces that are created and mobilized, how they promote financialization and we reflect on subjective and political effects. Putting into question the financial-neoliberal logic, we discuss: the commoditization of pride, flag and identity representations to make people acquire products and, thus, support the cause (Pride Bank); the opportunistic use of an LGBTI+ celebrity to promote services and cards (Santander); the paradoxes of Itaú funding program which, in spite of referring to diversity and visibility, ultimately subsume everything to the realm of labor. We conclude by emphasizing the importance of paying attention to inequalities and creating cracks in this logic.