New research from Logo identifies the 25 US companies demonstrating the biggest public commitment to LGBTQ people and issues.
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.