With Pride being held in Stockholm now, you can see the iconic multi-colored flag hoisted at lots of places: banks, hotels, department stores, boutiques, restaurants, a car dealership, and on and on.
In 2014, the combined net income of the Swedish LGBT community was estimated at 150 billion SEK - that's a hunk of money that businesses can try to tap into. But when they fly the rainbow flag, what does it mean to people in the community: a genuine show of support for the cause, or an attempt to cash in on the pink krona - or a bit of both?
We spoke to Pride-goers to see how they perceive these displays, and whether seeing the 6-colored flag aloft at a business establishment makes them more likely to want to spend their money there. We also spoke to the owner of a restaurant festooned with rainbow pennants.
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