Corporate America can often lead the fight for equality, from LGBT-friendly business practices to marketing campaigns that represent the diversity of our community. This week, Logo released its second annual list of the top 25 companies that have demonstrated true commitment, based on inclusive advertising, policy support, representation in spokespeople and chief executives, donations and sponsorships, website engagement and social media.
LGBT consumers represent an estimated buying power of $917 billion—Logo’s research found that 71% of them are more likely to support a brand after seeing an ad that reflects their experience. (That same percentage is also more likely to purchase from a company that actively contributes to LGBT causes.)
Below, view the top ten in Logo’s Top 25 Trailblazing Companies. Click here for the full list and a look at the scoring criteria.
Campbell included an ad with two fathers and their son as part of its recent Star Wars-themed campaign, and released rainbow Goldfish packaging during Pride, accompanying the hashtag campaign #ForAllFamilies.
Macy’s prominently features LGBT people in advertisements and as spokespeople at their events nationwide. The company has also shown support for the community in the wake of the Orlando Pulse nightclub shooting, sharing messages of solidarity in both print spots and on social media. Employees also created a video in which they encouraged the people of Orlando to #KeepDancing.
American Express produced two LGBT ads for mainstream media this year, both featuring an open wallet displaying a picture of a same-sex couple. In addition, the company’s #ExpressLove campaign celebrates LGBT cardmembers, merchants, employees and local communities.
In honor of Pride, Target created a unique microsite featuring colorful apparel and other items for LGBT people and allies to purchase. The company also released a video with the Beekman Boys, educating consumers about Target’s history, community-based philosophy and products.
As a parent company to brands like Dove, Axe and Ben & Jerry’s, Unilever incorporates LGBT-friendly policies while its sub-brands execute inclusive marketing campaigns: Dove produced a series of online videos that featured gender-nonconforming model Rain Dove discussing beauty on her terms.
Axe, meanwhile, produced a mainstream TV commercial, “Find Your Magic” that walks the viewer through different vignettes of young men expressing their individuality—including Bob the Drag Queen and Alaska of RuPaul’s Drag Race.
Google continued to help people celebrate their identities, launching a #prideforeveryone campaign, which employs 360° video technology to bring Pride festivities to those who cannot openly celebrate.
MarriottKris Connor/Getty Images for Marriott International
Marriott not only offers tailored services for LGBT travelers, but works to protect the community with partnerships with non-profits and support of pro-LGBT legislation. As part of its #LoveTravels campaign, Mariott invited artists to contribute to a crowd-sourced installation dedicated to the trans and gender-nonconforming communities.
Marriott CEO Arne Sorenson also spoke out against HB2 as part of ongoing opposition to laws that threaten LGBT Americans.
The beer giant has a history of LGBT-inclusive advertising, including this year’s “Bud Light Party” campaign with Amy Schumer and Seth Rogen. The ads celebrated the achievements of the LGBT community and called attention to the challenges we still face in the march towards full equality.
Beyond advertising, Anheuser has sponsored more than 40 Pride events across the country, making it one of the largest event sponsors on the list for the second year in a row.
Hilton earned the top spot on Logo’s list for providing content and services tailored to queer travelers, and featuring LGBT people in its advertisements. Hilton’s microsite “Stay Hilton, Go Out” offers vacation packages and travel tips designed for LGBT travelers, and has expanded its video series “What I Pack” and “Bed Time Stories” to feature interviews with out celebrities.
The hotel chain also actively advocates for equality, issuing statements and briefs opposing anti-LGBT legislation and joining the Global Equality Fund, a State Department initiative that advances and protects the human rights of LGBT people around the world.
By: Adam Salandra for LOGO