In before I start seeing people bitching about rainbow capitalism MY favorite rainbow capitalism story is about Subaru. Yes the Japanese car company.
In the nineties, they were struggling. They were competing with a dozen other companies targeting the main demographic at the time: white men ages 18-35, especially after a failed luxury car launch with a new ad agency. “What we need is to focus on niche demographics,” they decided, and then focused on people who enjoyed the outdoors. The Subaru was excellent at driving on dirt roads that many other vehicles couldn’t at the time, so it was perfect for all those off-road campers; they started making all-wheel drive standard in all their cars to help with that. And the people who wanted cars to go do outdoor stuff? Lesbians.
Okay. Of course it wasn’t only lesbians buying Subarus. They’re on the list with educators, health-care professionals, and IT people. But the point is, this Japanese car company interviewed this strange demographic (single, female head of household) and realized one important factor: They were lesbians. They liked to be able to use the cars to go do outdoorsy stuff, and they liked that they could use the cars to haul stuff rather than a big truck or van. Subaru had a choice to make then. They had four other demographics they could market to, after all–the educators, the health-care professionals, IT professionals, and straight outdoorsy couples. Their company didn’t hinge on this one “problematic” demographic.
And they decided “fuck it,” and marketed to lesbians anyway. This included offering benefits to American gay and lesbian employees for their domestic partners, so it didn’t look like a cash grab. (This was not a problem. They already offered those in Canada.)
Yes, there was some backlash. They got letters from a grassroots group accusing them of promoting homosexuality, and every letter said they’d no longer be buying from Subaru. “You didn’t buy from us before, either,” Subaru realized, and ignored them. It helped that the team really cared about the plan, and that they had many straight allies to back them up. There was also some initial backlash when Subaru hired women to play a lesbian couple in the commercial, but they quickly found that lesbians preferred more subtlety; “XENA LVR” on a license plate, or bumper stickers with the names of popular LGBTQ+ destinations, or taglines of “Get out. Stay out.” that could be used for the outdoors–or the closet.
Subaru said “We see you. We support you.” They sponsored Pride parades and partnered with Rainbow Card and hired Martina Navratilova as spokeswoman. They put their money where their mouth is and went into it whole hog. In a time where companies did not want to take our money, Subaru said, “Why not? They’re people who drive.” And that was groundbreaking.
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