This master thesis focuses on the LGBTIQ+ community in capitalism through the lens of rainbow capitalism. This phenomenon can be used to refer to companies and organisations that use symbols of the community to increase their profits and simultaneously support the community. The empirical part of the research focuses on a specific form of rainbow capitalism, ex. inclusive policies within companies. The research aims to explore attitudes towards inclusive policies within companies and provide a wide view on rainbow capitalism by different social actors towards the issue. More specifically, to explore the relationship between the multinational company, the micro-company, the NGO, the trade union and civil society. In the empirical part, by means of qualitative interviews, the thesis also identifies the positive aspects of such support from companies as well as from other social actors and tries to present a holistic view of the phenomenon. The research concludes that the companies studied are aware of the risks associated with the apparent support of the community and the exploitation of symbols and support the LGBTIQ+ community in an innovative and active way through various, including non-financial, means. The empirical research is based on an included historical overview of the community in relation to capital and employers in Western society.
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