Today the media has caught wind of a rapidly growing petition, calling out to rename Australia’s Golden Gaytime ice-cream.
Although the petition was created earlier this month on Change.org by Brian Mc, it’s really picked up in the last week, reaching almost 1,000 signatures.
“In 2021, the meaning of ‘gay’ is primarily related to sexuality,” Brian writes.
Brian believes that using the term ‘gay’ within a brand disregards the meaning behind what it is to be gay, especially now in 2021.
“As a gay man I have needed to fight to be myself, overcoming many things in my life. I believe my sexual identity is owned by me, not a brand and that the outdated meaning no longer applies. Isn’t it time for this double entendre to end?”
Streets responded with a direct statement, today stating that “The first Streets Gaytime was released in Australia during 1959 when the word ‘gay’ had not yet been applied to gender preference.”
“The origin of the Gaytime name was and remains related to having a joyous or happy time and was meant to capture the pleasure that comes with enjoying an ice cream,” it went on to say.
“The Gaytime name is not and never has intended to cause offence and your petition is the first that we have been made aware of.”
Both sides make valid points and deserve to be heard.
During the late 50’s, when Golden Gaytime was released to the public, the term ‘gay’ meant ‘happy go-lucky’, ‘cheerful’ and ‘carefree’. The brand’s intention was to assimilate that image with their ice cream, targeting it towards playful settings and the environments that pair best with eating delicious ice-cream.
To change the name of the brand naturally undoes some of its identity, which would undoubtedly affect sales and would require them to build up a new fanbase. Although a socially aware and positive move, the sheer money loss and work within changing the identity of such a well-known brand is huge, and their choice to not change their name up until this point isn’t necessarily a reflection of their values.
But conversations around language are extremely important, especially today and especially around LGBTQIA+ terms. The last few years have seen a huge change in acceptance and transparency around LGBTQIA+ identifying people correctly, and to continue that growth, conversations like this are integral.
That’s not to say that Golden Gaytime’s brand name is universally offensive, regardless of how you identify. The best thing we can do is acknowledge both sides, and discuss our thoughts, feelings and opinions in as openly as we can.
Brian Mc’s concern is that Golden Gaytime continues to expand as a brand, with the word ‘gay’ being misused and misrepresented in their expansion.
“Within the last few months, Golden Gaytime has not only distributed ice cream, but have created two new cross promotions, with Kellogg’s Coco Pops and Griffin’s Marvels Popcorn, as well as releasing a Streets Golden Gaytime Eggsellence Easter Egg.”
“This means that alongside maintaining their historical brand, they’re continuing to develop it”, for people of all ages.
The true reason behind the petition, is found at the heart of Brian Mc’s story, and struggles as a gay man. He, along with many others, have had to fight extra hard for who they are.
“I have needed to fight to be a gay man, overcoming many things in my life. I can now say that I am a proud Gay man. Packaging and products are not.”
You can sign the petition to change the Golden Gaytime name and read more about Brian’s story here.
Read more stories from The Latch and subscribe to our email newsletter.