To Celebrate Pride Month, Logo Reveals the Most LGBTQ-Friendly Companies in the US
It’s Pride Month! And as part of its celebration, Logo has unveiled its second annual Top 25 Trailblazing Companies – a list of businesses that demonstrate a public commitment to LGBTQ people and issues through their advertising, communications and other visible actions.
For companies today, embracing the LGBTQ community isn’t just the right thing to do – it’s good for the bottom line. Previous Logo research found that 71 percent of LGBTQ consumers are more likely to support a brand after seeing an equality-themed ad, and 71 percent are more likely to purchase from a business that actively supports and contributes to LGBTQ charities/causes.
To create this list, Logo partnered with Witeck Communications to conduct extensive research late last year on the nearly 200 consumer-facing companies with perfect scores on the Human Rights Campaign’s 2016 Corporate Equality Index. Each was then evaluated based on seven objective criteria determined by Logo and Witeck: Inclusive Advertising, Digital Video & Social Media, Policy Support, Spokespersons & C-Suite Executives, Donations & Sponsorships, Website Engagement, and Orlando Support. The end result was the top 25 companies that earned the highest scores across these measures.
Hilton came out at #1 for creating travel-related content for an LGBTQ audience, featuring LGBTQ people in both mainstream and LGBTQ-specific media advertisements, and advocating for equality by opposing anti-LGBTQ legislation in the United States. At #2, Anheuser-Busch has a history of creating LGBTQ-inclusive advertising and sponsoring more than 40 Pride events across the US. And at #3, Marriott works to make its hotels welcoming spaces for the LGBTQ community, publicly supports pro-LGBTQ legislation, and has invited people around the world to contribute to a crowd-sourced art installation dedicated to the trans and gender-nonconforming communities.
In ranking order, here are Logo’s Top 25 Trailblazing Companies*:
- Anheuser Busch
- Marriott International
- American Express Co.
- AT&T Inc.
- Wells Fargo
- Nissan North America
- PNC Financial
- Bank of America Corp.
- Diageo North America
- E&J Gallo Winery
- American Airlines
- Intel Corp.
- Toyota Motor
- Alaska Air Group
* Viacom, Logo’s parent company, appeared in the top 25 but was removed from the list.