Woke capitalism had its very best values on display during the first week of Pride Month, a June-long celebration to mark the 1969 Stonewall riots and LGBT+ rights.

Multinationals like YouTube, Coca-Cola, Mercedes-Benz, Microsoft, BMW and Lenovo splashed bright rainbow colours across their social media pages. But it didn’t take long for savvy internet users to point out a glaring irony: where the most courage is required for such displays — namely, the Middle East — the same companies were conspicuously inconspicuous about Pride Month.

Visit the “Middle East” or “Arabia” Twitter pages for each of the corporations listed above and you’ll notice that it is business as usual. No rainbow flags, no glitter, and no woke virtue signalling that we are assured is essential for progress towards equality and human rights. Surely there’s no place that needs such rights more than those nations where the death penalty and extra-judicial killings are commonplace for those who transgress heterosexual norms.

We live in curious times if it’s considered “stunning and brave” to celebrate a cause that will win unqualified applause from every corner of society, whether Big Media, Big Government or Big Tech — and yet it’s somehow “culturally sensitive” to let human rights abuses continue in the one region that advocacy is most needed. What gives?

Titania McGrath, a parody social media personality created by comedian Andrew Doyle, didn’t skip a beat. “It takes real courage for major corporations to display the Pride rainbow colours in our homophobic and heteronormative culture,” McGrath tweeted earlier in the week. “And yet how wonderful to see that the Arab States are so progressive that the corporations don’t even have to bother.”

Read more at Mercatornet