Rainbow capitalism, also called pink capitalism, describes the involvement of corporations in appropriating and profiting from the LGBT movement. This phenomenon developed primarily in the 20th and 21st centuries as the LGBT community gained greater social acceptance and significant purchasing power, known as "pink money." While corporate marketing has played a role in increasing LGBT visibility and acceptance, it faces criticism for perpetuating stereotypes and for companies offering superficial support while sometimes backing anti-LGBT politicians. Historically, its roots trace back to underground gay communities in the late 19th century, with pivotal moments like the 1969 Stonewall riots leading to the recognition of the gay community as a legitimate economic market in the 1970s. Ultimately, corporations are incentivized by increased worker satisfaction, expanding consumer bases, and maintaining a positive public image, though the commercialization of Pride draws varied criticism from both right-wing and left-wing activists.