June is Pride month. It dates officially to 1999 but has roots back to 1969.

Pride month is about presenting LGBTQ people in a way that counters social stigma, which at one time characterized much of society’s response to these lifestyles and the people who adopt them.

I have no problem affirming that LGBTQ individuals are made in the image of God just like everyone else, that they are unique and eternally significant, worthy of respect, and someone for whom Christ sacrificed his life on the cross to provide a way of redemption. I think LGBTQ individuals should always enjoy and be afforded their basic civil rights as Americans.

This does not mean I endorse or believe their lifestyle choices are anything but choices—I do not believe one is born gay—or that I believe a choice to pursue LGBTQ lifestyles is a moral activity, any more than I believe heterosexual individuals choosing to engage in adultery are acting morally.

I do not believe homosexual, or LGBTQ, sexual behavior that rejects God’s moral teachings in Scripture are “worse” or somehow a different kind of sin than heterosexuals participating in immoral activity enjoined by Scripture. Sin is sin in God’s eyes.

Because I disagree with LGBTQ lifestyle choices or sexual expression does not mean ipso facto that I hate them or that I am a bigot, as LGBTQ activists and often now the media like to contend. No, it simply means I disagree with their beliefs and/or activities. I believe in freedom of speech, for me and them, so I do not support and indeed react strongly to cancel culture attempts to silence viewpoints that do not affirm LGBTQ lifestyles.

Pride month has become much more than a statement about destigmatizing a people group. It is about promoting a whole range of lifestyle choices the Bible calls immoral. 

Consequently, I cannot support Pride month and I am weary of the corporate virtue signaling that assaults me in media, wherein innumerable businesses now rush to proclaim their active support for “inclusion” and “accepting” everyone, e.g., the NFL’s “Football is gay.” Big corporations are coloring their logos rainbow.

There was a time when corporate America stayed out of politics, at least publicly and otherwise during business transactions. The business of America was business, and no business wanted to take sides on issues in a way that might divide its customer base. Now, corporations are falling over themselves pell-mell to embrace the latest political correctness, whether Pride or BLM.

Why corporate rush to display LGBTQ bona-fides?

1-Virtue signaling

2-Fear of litigation or online generated bullying

3-Fear loss of customers 

4-Belief they are groundbreakers

Mostly, though, corporations are virtue signaling on Pride because they believe it’s what the public wants so they want to claim they are “with it,” trustworthy enterprises where America should shop. It’s still about the bottom line.

As I write, Pride month is nearly over. I don’t think it helped LGBTQ people. It’s just more marketing noise.

© Rex M. Rogers – All Rights Reserved, 2021    

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