MAPS

Making the Right Decisions

Choosing how your organization should support the LGBTQ+ community can be complex. Corporations today are faced with a wide range of options – from employee benefits to community engagement, and from product development to public advocacy.

One input into your decision-making here is an understanding of which initiatives resonate and elevate your corporate reputation, while also aligning with the needs of the LGBTQ+ community inside and outside your organization. Establishing a data-driven foundation here can help to go beyond good intentions, and drive the best decisions around prioritization of work in this area.

MAPS has identified the 20 companies with the strongest reputations in LGBTQ+ Rights, and in this post we’re diving into the types of initiatives and programs these corporations have created and embraced, and that drive mainstream media coverage and social media commentary.

1. Arts & Culture

These efforts champion LGBTQ+ rights by supporting LGBTQ+ creators, promoting diversity in the arts, and spotlighting the obstacles the community faces. These companies understand the cultural power of art and the importance an inclusive creative landscape. Example: Netflix Fund for Creative Equity supporting the Transgender Film Center, featured in the news as the participants are announced for the latter’s inaugural Career Development Lab.

2. Awards, Indices & Memberships

Many companies achieve recognition for their LGBTQ+ initiatives through memberships and by earning high scores on indices such as the Human Rights Campaign’s Corporate Equality Index. These efforts reflect a company’s ongoing commitment to inclusivity, equality, and support for LGBTQ+ communities. Example: The Coca-Cola Company’s membership of Engage for Good (formerly the Cause Marketing Forum), an organization that connects corporate and non-profit professionals around social initiatives.

3. Education & Development

Leading companies are driving the future of LGBTQ+ inclusion by investing in educational and development programs. These range from scholarships and mentorships to leadership training and technical skills bootcamps, empowering LGBTQ+ individuals for personal and professional growth. Example: L’Oréal offering the L’Oréal Professionnel LGBTQIA+ Cosmetology Student Scholarship, a $5,000 scholarship for cosmetology students who identify as members of the LGBTQIA+ community.

4. Employee Benefits & Resources

The companies with the strongest reputations in this area are known to provide inclusive benefits like gender-neutral caregiving, trans-specific healthcare, mental health support, and active employee resource networks. Example: Salesforce’s gender-inclusive benefits package and its ‘Warmline’ – a program connecting employees with advocates at pivotal career moments.

5. Events Organization & Sponsorship

From sponsoring Pride events to organizing inclusive festivals, event-related work serves as a powerful platform for visibility, allyship, and raising awareness about LGBTQ+ issues. Example: Condé Nast PhotoVogue festival, including the screening of the shortlisted projects from the PhMuseum’s Women Photographers Grant – designed to showcase the work of female and non-binary professionals.

6. LGBTQ+ Content & Representation

Leading companies – not just those in the media space – are elevating LGBTQ+ voices by focusing on authentically representing diverse identities: inclusive storylines, talent, advertising, and partnerships advance LGBTQ+ visibility and drive broader acceptance. Example: Gilead Sciences and Hyundai Motor America co-presenting the 35th Annual GLAAD Media Awards, together with Delta Air Lines, Diageo’s Ketel One and Sony Music Entertainment.

7. LGBTQ+ History & Research

Several leading corporations are contributing to LGBTQ+ history by funding research, preserving historical archives, and supporting educational centers. This work helps enhance societal understanding, celebrate LGBTQ+ heritage, and promote a more inclusive future. Example: San Francisco’s Hormel LGBTQIA Center’s exhibits, archives and educational programs.

8. LGBTQ+ Housing

Some companies are tackling LGBTQ+ homelessness and housing insecurity by supporting LGBTQ+ housing initiatives through investments, partnerships, and donations. Example: some restaurants donate a percentage of every Coke Zero sold to akt, a non-profit organization that works to combat homelessness among young LGBTQIA+ people; The Coca-Cola Company matches this donation.

9. LGBTQ+ Leaders & Employees

Leading companies empower the LGBTQ+ community by prioritizing visibility, inclusivity, and representation at all levels of their organizations – from the CEO on down. They visibly create opportunities for LGBTQ+ employees in leadership positions and amplify diverse voices throughout the workforce. Example: Coty’s Sue Nabi – the Fortune 1000’s only trans CEO, and previously Worldwide President of L’Oreal Paris – and her efforts in promoting diversity within the beauty market.

10. LGBTQ+ Products, Services & Resources

From gender-affirming healthcare to LGBTQ+ friendly travel resources, companies with the strongest reputation around LGBTQ+ Rights are creating products, services and resources that cater specifically to the LGBTQ+ community. Example: Booking.com’s creation of the Travel Proud program, helping LGBTQ+ individuals to discover inclusive destinations, hotels and activities.

11. Sports Organization & Sponsorship

Sports play a critical role in LGBTQ+ inclusion; leading companies are sponsoring Pride games, celebrating LGBTQ+ athletes, and ensuring that LGBTQ+ fans and participants are welcome in the sporting world. Example: Gayming LIVE 2023, presented by Healthysexual from Gilead Sciences.

12. Supply Chain & Partnerships

Some companies are promoting LGBTQ+ inclusion within their supply chains by working with businesses owned by the LGBTQ+ community, advocating for supplier diversity, and collaborating with partners that share values of equity and representation. Example: L’Oréal’s work with the The Lilac Agency, a talent management agency with a focus on the LGBTQ and Latine communities.

13. Venture Financing

Several major corporations are supporting startups that tackle the most pressing issues faced by the LGBTQ+ community, including health equity, social justice, and community empowerment. Example: The Coca-Cola Company co-founding Rise Up Crowdfunding, a FINRA- and SEC-registered funding portal for women and minority-owned companies.

How Can I Prioritize?

By learning from these industry leaders and understanding best practices, your organization can help to set an example with its support for the LGBTQ+ community. Several of these initiatives are ‘table stakes,’ where pretty much all major corporations have well-established and visible programs. Some, however – where only a handful of companies are getting involved so far – certainly represent white space for DEI and communications teams.

Over the next few weeks we’ll dive deeper into the relative importance of each type of program from a reputational perspective. We’ll also take a closer look at the 20 companies with the highest MAPS Scores for LGBTQ+ Rights, and that are setting the standard for corporate reputation in this area.

Next Steps

Contact us today for your free MAPS Snapshot, quantifying how you are perceived in comparison to your competition on LGBTQ+ Rights.