And I identified two major differences between  Pride in Taiwan and Pride in the United States.  

我當時發現了台灣的同志大遊行和美國的同遊之間的兩個主要區別。

First off, I noticed way more seniors were  participating in Boston Pride compared to  

首先，我注意到與台北同志大遊行相比，參加波士頓同遊的老年人更多

Taipei Pride, which is a beautiful thing  because that means the LGBTQ community is  

，這是一件很棒的事情，因為這意味著 即使在老年人口中

less stigmatized in the US even among the older  population. The second thing I noticed is that,  

，LGBTQ 社區在美國也相對不會受到污名化。我注意到的第二件事是，

I saw way more big companies used pride  as an opportunity to promote their brand.  

我看到更多的大公司將同志大遊行作為推廣品牌的機會。

But why, and is that good or bad? Let's find  out with People Also Ask.

但為什麼，這是好還是壞？讓我們通過 People Also Ask 找出答案。

Hi, I am Shao Chieh Lo, Welcome to what people also ask, where  I search something seemingly obvious and  

嗨，我是 Shao Chieh Lo，歡迎來到別人也Google了什麼，在這個節目中我會搜索了一些看似顯而易見的內容，並

share with you some of its PAA, aka People Also  Ask, which is a feature telling you what other  

與您分享了一些 PAA，又名 People Also Ask，這是一項功能，可告訴您其他

people are searching on Google that related to  your query. Today's keyword is Pink Money and  

人在 Google 上搜索了什麼與您的查詢相關的內容。今天的關鍵詞是（粉錢）Pink Money和

Pinkwashing. So let's talk about today's first  PAA How much money does LGBTQ community generate?  

蹭粉錢（Pinkwashing）。那麼我們來聊聊今天的第一個 PAA： LGBTQ 社群到底是多大的市場？

which extracted its answer from a Wikipedia entry  titled "Pink money" and I believe this entry can  

它從名為“粉錢”的維基百科條目中提取了答案，我相信這個條目可以

explain a lot about what I saw in Boston Pride.  According to this entry, Pink money describes  

解釋很多關於我在波士頓同志大遊行中看到的現象。根據這篇文章，粉錢是指

the purchasing power of the LGBTQ community, In  2019, LGBTQ adults globally held a combined buying  

LGBTQ 社群的購買力，2019 年，全球 LGBTQ 成年人的總購買力

power of approximately $3.7 trillion. It's been  considered more often than not a market exclusive  

約為 3.7 萬億美元。它通常被認為是美國、英國和歐洲某些地方的才有的市場

for the US, UK, and some places in Europe, but its  extension covers a large amount of Latin America  

，但其擴展範圍涵蓋了拉丁美洲的大部分地區 和亞洲的部分地區。我相信，這就是為什麼我注意到

and part of Asia. That, I believe, is why I  noticed a disparity in the pride participation  

西方和亞洲國家大公司的同志大遊行參與度

level of large corporations in Western and Asian  countries. While we know that many Asian countries  

存在差異的原因 。雖然我們知道許多亞洲國家

are catching up on LGBTQ rights, many Asian  businesses may still view participating in pride  

正在 LGBTQ 權利上快速進步，但許多亞洲企業可能仍認為參與同志大遊行風險太大。

as too risky. But why it is called pink money? It  has something to do with history. And it appears  

但為什麼叫粉紅錢呢？這與歷史有關。看來

that the British use this term first. According  to an article titled "Pursuing the pink pound:  

英國人首先使用這個詞。根據一篇題為“追求粉紅英鎊：

How big is the UK's LGBTQ market?" published by  crunch.co.uk which appears to be a website of an  

英國的 LGBTQ 市場有多大？”的文章。由 crunch.co.uk 發布，它似乎是一家

accounting software company. According to  this article, the phrase 'pink pound' first  

會計軟件公司的網站 。根據這篇文章，“粉紅磅”這個詞最早

appeared in the Guardian newspaper in 1984.  During World War 2 gay people were made to  

出現在 1984 年的《衛報》上。在第二次世界大戰期間，同性戀者被要求

wear a pink triangle to make their sexuality  obvious. But after the war ended, the color pink  

穿上粉紅色三角形的衣服，以表明他們的性取向。但戰爭結束後，粉紅色

was reclaimed as a symbol of the LGBTQ rights  movement. This article also mentioned a concept  

被重新用作 LGBTQ 權利運動的象徵。這篇文章還提到了一個 叫做“蹭粉錢”（Pinkwashing)

called "Pinkwashing". So let's talk about the next  two PAAs: Who coined the term pinkwashing? and Is  

的概念 。那麼讓我們來談談接下來的兩個 PAA：誰創造了蹭粉錢這個詞？和蹭粉錢是很不對嗎？

pinkwashing bad? These two questions were answered  by a Wikipedia entry titled "Pinkwashing (LGBT)"  

維基百科的一篇題為“Pinkwashing (LGBT)”的條目 以及上述

,and the aforementioned article titled "Pursuing  the pink pound: How big is the UK's LGBTQ market?"  

題為““追求粉紅英鎊： 英國的 LGBTQ 市場有多大？”的文章 回答了這兩個問題 。

and another article titled "Pink Dollar Marketing  and Queer Representation in Advertising"  

以及另一篇題為“粉紅美元營銷和廣告中的酷兒形象”的

published by mediasmarts.ca which is a Canadian  not-for-profit organization for digital and media  

文章，由 mediasmarts.ca 發表，該組織是加拿大的數位和媒體素養非營利組織

literacy. According to these three articles,The  term Pinkwashing was coined by Sarah Schulman  

。根據這三篇文章，蹭粉錢（Pinkwashing） 一詞是 Sarah Schulman

in her article for The New York Times titled  "Israel and Pinkwashing" published in 2011. and  

在她於 2011 年發表的題為“以色列和蹭粉錢”的紐約時報文章中創造的

Pinkwashing is when a company makes a concerted  public relations effort to appear gay-friendly in  

蹭粉錢是指一家公司機關算盡的利用公共關係政策，以表現出對同志友好的形象

order to gain access to the pink money, but  they don't actually genuinely support LGBTQ  

但其實只是為了賺粉錢，他們實際上並不真正支持 LGBTQ

rights and some will even willingly act against  queer interests when it's convenient for them. For  

權利，有些人甚至會在他們方便的時候自願採取反對酷兒利益的行動。

example, When R.J. Reynolds Tobacco Company sought  to break into the queer market in San Francisco,  

例如 ，當雷諾煙草公司試圖打入舊金山的同志市場，

their proposed gay-themed marketing campaign  was tellingly referred to in-house as “Project  SCUM”.

他們提出的同志為主題的營銷專案在公司內部竟然被稱為“敗類專案”。

Well, what can you expect from a Tobacco  Company, they literally kill people every day.  

好吧，你對煙草公司能有什麼期待呢？他們每天都在殺人。

But there are tones of companies that have done  this, that even include companies generally  

但是有很多公司都在蹭粉錢，甚至包括 像星巴克這樣被 普遍

considered LGBTQ-friendly like Starbucks, can  you believe that? So the next none-PAA is,  

認為對 LGBTQ 友好的 公司 ，你能相信嗎？所以下一個非 PAA 是，

Did Starbucks commit pinkwashing? This Non-PAA  is answered by PinkDot Taiwan's official Facebook  

星巴克是否犯了蹭粉錢行為？此Non-PAA由PinkDot台灣官方臉書專

page, which is an annual LGBTQ event that started  in 2009 started in Singapore and extended to other  

頁 回答 ，這是一年一度的LGBTQ活動，始於2009年，始於新加坡，並擴展到其他

Asian countries. and Student Union For marriage  Equality's official Facebook page which is an  

亞洲國家。和力挺同性婚姻學生聯合陣線的官方Facebook頁面，這是

LGBTQ right student organization in Taiwan.  So here's what happened: In early June 2016.  

台灣LGBTQ學生組織。事情是這樣的：2016 年 6 月上旬，

Starbucks Taiwan launched the six-color rainbow  cup, but the promotional copy did not express  

星巴克台灣推出了六色彩虹杯，但宣傳文案並未明確表示

any explicit support for LGBTQ rights, only  includes implicit words like "six-color rainbow  

支持 LGBTQ 權利，只是 在文案中 隱含了“六色彩虹 光譜”

spectrum" in their copy. At this point, it's kind  of still just in the grey area of pinkwashing,  

等字眼 。在這一點上，它還只是在蹭粉錢的灰色地帶，

and it appears most of the people in Taiwan were  giving it a pass. A lot of people thought that for  

似乎大多數台灣人都在給過。很多人認為，對於

a company operated in an Asian country implicit  support was already progressing. The PinkDot  

一家在亞洲國家運營的公司來說，隱性支持已經是進步了。 PinkDot

Taiwan's official Facebook even encourage People  to "encourage Starbuck Taiwan to do more, instead  

台灣的官方臉書甚至鼓勵人們“鼓勵台灣星巴克做更多的事情，而不是

of accusing their semi-pinkwashing behavior" But  then on June 16, 2016, Student Union For marriage  

指責他們的半蹭粉錢行為” 但隨後在2016年6月16日，學生會婚姻

Equality's official page release a post, said that  they called Starbucks' customer service asking  

平等的官方頁面發布了一個文章，稱他們打電話給星巴克’客服詢問

if their six-color rainbow cup is in support of  LGBTQ right, and here's what the customer service  

他們的六色彩虹杯是否支持 LGBTQ ，這是客服人員的

agent reply "Starbucks respects multiculturalism,  but the rainbow design is based on the concept  

回答“星巴克本身本來就是支持與尊重多元文化，不過這款杯子的彩虹設計是從夏季繽紛的概念出發

of colorful summer" and they denied any  connection between their six-color rainbow cup  

他們否認六色彩虹杯和 LGBTQ 議題有關。

and LGBTQ issues. To rule out the possibility  that the reply was not due to an ill-trained  

為了排除回復不是客服人員本身的問題（而非公司政策）的可能性

customer service agent, PinkDot Taiwan's editor  called Starbuck's customer service again,  

，PinkDot 台灣的編輯再次致電星巴克客服，

and this time they posted the whole conversation  with the agent as followed: Starbuck first said:  

這次他們將與 客服 的整個對話發佈如下：星巴克首先說：

“Starbucks always supports and respects  multiculturalism, but the rainbow design of this  

“星巴克本身本來就是支持與尊重多元文化

cup is based on the concept of colorful summer,  not related to LGBTQ." The Pinkdot keeps on asking  

不過這款杯子的彩虹設計是從夏季繽紛的概念出發，而不是跟同志有相關 ”Pinkdot接著問

"Then why did you choose the "six-color rainbow"  instead of the more common "seven-color rainbow"?"  

“那你為什麼選擇“六色彩虹”而不是更常見的“七色彩虹”？”

Then the customer service agent fell into  silence. Since the customer service did not reply,  

然後客服就陷入了沉默。由於客服沒有回复，

Pinkdot went on and said "Six-color rainbow" is  a cultural symbol often used to support LGBTQ.  

Pinkdot繼續說“「六色彩虹」本來就是常用來支持同志的文化象徵

We have not seen it used on other occasions,  and you were completely unaware of it before you  

我們也沒看過其他地方使用過，而你們在使用時完全不知情嗎？

used it?" The customer service fell into silence  again. Since the customer service did not reply,  

？”客服又陷入了沉默。由於客服沒有回复，

Pinkdot went on "So you used a six-color rainbow,  but you said that you don't support LGBTQ?" The  

Pinkdot 繼續說道：“所以你用了六色彩虹，但你說你不支持LGBTQ？”

customer service repeated the canned reply  “Starbucks always supports and respects  

客戶服務重複罐裝答复“星巴克本身本來就是支持與尊重多元文化

multiculturalism, but the rainbow design of this  cup is based on the concept of colorful summer,  

，不過這款杯子的彩虹設計是從夏季繽紛的概念出發

not related to LGBTQ." Pinkdot replied "So  Taiwan Starbucks does not support LGBTQ?  

，而不是跟同志有相關。”Pinkdot回答說：“所以，台灣星巴克不支持LGBTQ？

Even the Starbucks head office of the United  States has publicly expressed its support, that  

連美國星巴克總公司都公開表示支持，

does not including you?" The customer service fell  into silence again. Since the customer service did  

不包括你？”客服又陷入了沉默。客服沒有

not reply, Pinkdot went on " Don't you think it's  exploiting LGBTQ community to use a symbol that  

回复，Pinkdot繼續說道“那請問你們這樣的做法是否有消費同志族群？

supports LGBTQ to make money, but refuse to speak  up for us? The customer service then replied:  

使用支持同志特有的文化標誌，但被問到時卻不肯表態？客服隨後回复： 我會把你的意見

I will pass your opinion to the supervisor, or  if you want to call the head office directly the  

轉達給主管，或者如果你想直接打電話給總公司，電話

number is 02-87867799. In the end, the pinkdot  editor asked the customer service to ask their  

號碼是02-87867799。最後，pinkdot編輯要求客服讓他們的

supervisor to call back as soon as possible, but  the call to the head office did not receive any  

主管盡快回電，但是打到總公司的電話沒有得到任何

reply. And when they check Starbucks' post again,  they have even rewritten the original copy that  

回复。當他們再次查看星巴克的文宣時，他們甚至重寫了

implied their support of LGBTQ to make sure they  did not even implicitly support LGBTQ rights.  

暗示他們支持 LGBTQ 的原始內容， 以確保他們甚至沒有暗示支持 LGBTQ 權利。

Wow, so it is like the "first-degree pinkwashing"  from Starbucks! A company always proclaims to be  

哇，這根本就是“一級蹭粉錢罪”！還是由一家總是宣稱對

LGBTQ-friendly. Well I understand the  Starbuck Head office in the US might not  

LGBTQ 友好的星巴克犯下。好吧，我知道美國的星巴克總部可能沒有

directly involve in this pinkwashing scheme, but  I won't say they totally don't have responsibility  

直接參與這種蹭粉錢行為，但我不會說他們完全沒有責任，

since when you expand your brand  overseas, it's your responsibility  

因為當您將品牌擴展到海外時，您有責任

to make sure your brand value proposition  is consistent. At the end of the video,  

確保您的品牌價值主張是一致的。在影片的最後，

I want to mention that the term pinkwashing is  also used to describes a company's campaigning for  

我想提一下，蹭粉錢這個詞也被用來描述一家公司提倡乳腺癌治療與防治

breast cancer awareness while they contribute  to the production of chemical carcinogens.  

但同時他們也為化學致癌物的生產做出了貢獻。

I mean, seriously for companies who don't actually support LGBT rights and breast cancer awareness

說真的，那些實際上並不支持 LGBT 權利和乳腺癌防治的公司

just don't make money  you don't deserve okay.

可以停止賺你不該賺的錢嗎？

So, if you are a company  that doesn't actually support LGBTQ rights or  

如果您所在的公司實際上並不支持 LGBTQ 權利或

breast cancer awareness, here's what you can  do: Shut your fxxx up! Because Pinkwashing  

乳腺癌防治，那麼您可以這樣做：閉嘴吧你！因為蹭粉錢行為

usually angers the LGBTQ community or people  who have loved ones having breast cancer more  

通常會激怒 LGBTQ 社區或親人患有乳腺癌的人

than if they never said anything in the first  place. It's important for retailers and brands to  

不如一開始就什麼都不說還不會讓人這麼生氣。對於零售商和品牌來說，

only get involved in politics if it's something  they truly believe in. The public don't take  

只有在他們真正相信某種理念的情況下才參與政治是很重要的。公眾不會

kindly to businesses who use politics solely  for their brand's growth. Okay, let's recap.  

善待那些僅將政治用於品牌發展的企業。好的，讓我們回顧一下。

Today we learned that Pink money is referring  to the purchasing power of the LGBTQ community,  

今天我們了解到粉錢指的是 LGBTQ 社群的購買力、粉錢

a little bit of history about pink money, the  concept of pinkwashing, Startbucks Taiwan's lamest  

的一點歷史、蹭粉錢的概念、Startbucks 台灣

pinkwashing move in 2016, and the best practice  for companies that don't actually support LGBTQ rights

在 2016 年最蹩腳的蹭粉錢事件，以及實際上沒有支持LGBTQ權利

or breast cancer awareness, which is to shut  up. If you made it to the end of the video,  

或乳腺癌防治的公司的最佳行動方針：就是閉嘴。如果您看完了本影片，很

chances are that you enjoy learning what  people also ask on Google. But let's face it,  

大機率你喜歡了解人們也在 Google 上提出的問題。但是讓我們面對

reading PAA yourself will be a pain. So here's the  deal, I will do the reading for you and upload a  

現實，自己閱讀 PAA 會很痛苦。所以不如這樣，我會為你閱讀並上傳一個

video compiling some fun PAAs once a week, all  you have to do is to hit the subscribe button and  

影片，每週一次編譯一些有趣的 PAA ，你所要做的就是點擊訂閱按鈕和

the bell icon so you won't miss any PAA report  that I compile. So just do it right now.

鈴鐺圖標，這樣你就不會錯過我的任何 PAA 報告編譯。所以快訂閱吧！