LGBTQ+ friendly companies: real allies, not just rainbow washing

When June rolls around, the world explodes in a kaleidoscope of rainbows. Logos, products, and storefronts are suddenly awash with Pride colours, and brands queue up to declare their “support” for the LGBTQ+ community. But savvy consumers and employees have learned to ask: Is this genuine allyship, or just another case of rainbow washing? If you’re searching for LGBTQ+ friendly companies—those that walk the talk all year long—read on for a deep dive into what sets real allies apart from opportunistic marketers.

What is genuine LGBTQ+ support vs. rainbow washing?

Defining the divide

Let’s be blunt: Rainbow washing is when companies slap a rainbow on their logo or churn out Pride-themed merchandise without backing it up with meaningful action. It’s all sizzle, no steak—a marketing ploy designed to cash in on the “pink pound” or “pink dollar” without advancing actual equality. This commodification of Pride not only dilutes its message but can even mask ongoing discrimination within the company itself.

Classic rainbow washing moves:

• Changing logos to rainbow colours only during Pride Month, then reverting to business as usual.
• Launching Pride-themed products with little or no transparency about whether profits benefit LGBTQ+ causes.
• Donating to anti-LGBTQ+ politicians or causes while simultaneously courting queer consumers.
• Featuring LGBTQ+ individuals in ads, but lacking any queer representation in leadership or decision-making roles.

Recent news & controversies:
In 2025, several major brands—such as Meta, Pepsi, and Ubisoft—opted for a neutral approach, skipping the usual rainbow branding amid a climate of DEI backlash and consumer scepticism. Meanwhile, Target’s 2024 Pride collection controversy lingers as a cautionary tale: the retailer faced criticism for both caving to anti-LGBTQ+ pressure and for not standing firm in their support, resulting in a 10.5% drop in online sales and a tarnished reputation. This year, the conversation has shifted from “who’s got the brightest logo?” to “who’s got the bravest policies?”—and consumers are watching closely.

What does genuine support look like?

• Year-round, not just seasonal, commitment to LGBTQ+ inclusion.
• Robust internal policies that protect and uplift LGBTQ+ employees.
• Transparent financial contributions to legitimate LGBTQ+ organisations.
• Public advocacy for LGBTQ+ rights, even when it’s not “on trend.”
• Involving LGBTQ+ community members in designing and leading initiatives.

As one inclusion champion put it, “We’re queer all year long, not just for 30 days during Pride month.”

Criteria for identifying truly LGBTQ+ friendly companies

How can you separate the real allies from the rainbow-washers? Here’s a checklist for spotting companies that support LGBTQ+ rights in more than name only.

Internal policies & practices

• Comprehensive non-discrimination policies:
  These explicitly include sexual orientation and gender identity. If a company’s anti-discrimination policy doesn’t mention LGBTQ+ staff, that’s a red flag.
• Inclusive benefits:
  Look for transgender-inclusive healthcare, surrogacy and adoption support, and parental leave for all family types. Companies with transgender inclusive benefits don’t just check a box—they address real needs.
• Employee resource groups (ERGs):
  These provide community, advocacy, and a platform for LGBTQ+ employees to be heard. The best companies have active ERGs, not just in name but in impact.
• Diversity & inclusion training:
  Effective training addresses LGBTQ+ issues and is regularly updated to reflect evolving best practices.
• Transparent reporting:
  Companies that publish diversity metrics and progress reports show they’re serious about accountability.

External actions & advocacy

• Financial support for LGBTQ+ causes:
  Real allies donate to reputable LGBTQ+ advocacy groups and charities—and are transparent about it. If a company’s Pride merchandise profits don’t clearly benefit the community, be sceptical.
• Public stances on LGBTQ+ rights:
  The best LGBTQ+ inclusive workplaces don’t shy away from taking a stand, even when it’s controversial or costly.
• Partnerships beyond marketing:
  Authentic partnerships with LGBTQ+ organisations go beyond transactional sponsorships and involve long-term collaboration.
• Authentic representation in marketing:
  Representation isn’t just about who’s in the adverts, but who’s behind the camera and in the boardroom.

Employee testimonials & culture

• Employee voices:
  Look for companies where LGBTQ+ staff feel safe, valued, and empowered to speak up. Glassdoor ratings and employee reviews are goldmines for this.
• Visible leadership:
  Senior leaders who openly support LGBTQ+ inclusion—by sharing pronouns, attending ERG events, or advocating publicly—set the tone for the whole organisation.

Examples of companies demonstrating genuine LGBTQ+ support

Let’s move from theory to practice. Here are some genuine LGBTQ+ allies businesses that have earned their stripes through consistent, impactful action across a range of industries.

Tech & finance

• Apple:
  Apple is a perennial leader, with comprehensive non-discrimination policies, transgender-inclusive health insurance, and a robust Pride employee network. The company has a long history of publicly supporting LGBTQ+ rights, including lobbying against discriminatory laws and supporting marriage equality.
• IBM:
  IBM’s LGBTQ+ Council combats discrimination and drives inclusion. The company was one of the first to include sexual orientation in its non-discrimination policy and offers extensive transgender healthcare benefits.
• J.P. Morgan Chase:
  With a perfect score on the HRC Corporate Equality Index, J.P. Morgan Chase offers inclusive benefits, ERGs, and regular diversity training, and is vocal in its support for LGBTQ+ rights.
• PayPal:
  PayPal provides surrogacy and adoption assistance, extensive transgender healthcare, and mental health resources. The company’s year-round commitment is reflected in its policies and active support for LGBTQ+ advocacy groups.

Retail & consumer goods

• Levi Strauss & Co.:
  Levi’s is renowned for its advocacy, from supporting marriage equality to partnering with LGBTQ+ organisations. The company’s internal policies are robust, and it champions LGBTQ+ rights in its supply chain and marketing.
• Nike:
  Nike has consistently scored 100% on the Corporate Equality Index, offers transgender-inclusive benefits, and supports LGBTQ+ athletes and causes globally.
• Gap Inc.:
  Gap’s “GEAR” ERG supports LGBTQ+ employees year-round, and the company has raised significant funds for the UN Free & Equal campaign. Gap’s commitment extends globally, not just in the US.

Media & technology

• Adobe:
  Adobe’s “Adobe For All” initiative is more than a slogan. The company boasts a 100% score on the Corporate Equality Index, transparent reporting, and comprehensive support for LGBTQ+ employees.
• Oracle:
  Oracle’s Pride Employee Network provides networking and advocacy opportunities, and the company regularly highlights LGBTQ+ voices in leadership.

Other sectors

• Lendlease (Construction):
  Lendlease stands out in a traditionally conservative industry, maintaining a perfect Corporate Equality Index score, supporting the Equality Act, and partnering with local LGBTQ+ organisations.
• Ralph Lauren (Fashion):
  Ralph Lauren’s support dates back to the 1990s, with partnerships supporting LGBTQ+ youth and the launch of gender-neutral collections benefiting LGBTQ+ charities.
• Northwestern Mutual (Insurance):
  Recognised for its inclusive benefits and active ERGs, Northwestern Mutual has repeatedly earned a 100% score on the Corporate Equality Index.

Latest Corporate Equality Index results: 2025 leaders and shifts

The Human Rights Campaign Foundation’s 2025 Corporate Equality Index (CEI) has set a new benchmark for LGBTQ+ workplace equality, with a record 1,449 businesses participating—up from just 319 in its inaugural year. This year’s CEI saw 98% of rated companies offering non-discrimination protections specific to gender identity, a milestone in the journey toward true workplace inclusion.

New Leaders and Notable Shifts:

• Alcoa achieved a perfect score of 100 for the first time, propelled by new initiatives like DiversiTalks leadership training on LGBTQ+ issues and the publication of an LGBTQ+ Benefits Guide, along with global Gender Transition Guidelines.
• Rapid7 also earned a top score of 100, reflecting its ongoing commitment to fostering a culture where employees can bring their whole selves to work.
• Arup and BCLP joined the ranks of top scorers, reinforcing their reputations as leaders in LGBTQ+ workplace equality.
• Lenovo reached its highest-ever score of 95, demonstrating progress but also highlighting that even major tech players still have room to grow.

The 2025 CEI underscores that the bar for inclusion is rising, and companies are being recognised not just for policies on paper, but for real, lived inclusion across their operations.

2025 trends in LGBTQ+ corporate inclusion

• Record participation: 1,449 companies rated, the highest ever.
• 98% now have explicit gender identity protections.
• Focus on global inclusion: More companies are extending inclusive policies beyond the US.
• Year-round accountability: Consumers and advocacy groups are demanding transparency and action, not just seasonal gestures.
• Rise of employee advocacy: Employee resource groups and internal activism are driving change from within.
• Backlash and resilience: Some brands have reduced visible Pride campaigns in response to political backlash, but sustained, authentic engagement is being rewarded by consumers.
• New leaders: Companies like Alcoa and Rapid7 have joined the top tier with perfect scores for the first time.
• Transparency in benefits: More companies are publishing detailed guides on LGBTQ+ benefits and gender transition support.

How consumers can identify and support these businesses

You’re not powerless in the face of rainbow washing. Here’s how to make sure your money and loyalty go to ethical businesses LGBTQ+ communities can trust.

1. Research company values and policies

• Check for explicit non-discrimination policies and inclusive benefits on company websites.
• Look for mentions of LGBTQ+ inclusion in annual reports or diversity statements.

2. Investigate political donations

• Search for news articles or watchdog reports on a company’s political contributions. Some companies have been called out for supporting anti-LGBTQ+ politicians while marketing to queer consumers.

3. Examine partnerships and donations

• Does the company donate to or partner with reputable LGBTQ+ organisations? Transparency is key—look for clear figures and named beneficiaries.

4. Use reputable indexes and resources

• The Human Rights Campaign’s Corporate Equality Index (CEI) rates companies on their LGBTQ+ policies and practices. International equivalents and local advocacy groups often publish similar lists.
• Out & Equal’s Global Hub and ERG Registry offer resources and best practices for workplace inclusion.

5. Read employee reviews

• Platforms like Glassdoor, LinkedIn, and even direct outreach to current employees can reveal the real workplace culture.

6. Look for visible signs of inclusion

• Are pronouns used in email signatures and bios? Are there gender-neutral toilets? Is inclusive language the norm?

The importance of supporting genuine allies

Why does it matter? Because your choices as a consumer or job seeker have power. Supporting businesses with inclusive policies for LGBTQ+ people drives demand for real change, not just performative gestures.

• Corporate behaviour follows the money:
  When consumers reward genuine allies, more companies are incentivised to adopt substantive policies and practices.
• Advancing LGBTQ+ rights:
  Real allyship from major employers helps normalise inclusion, challenge discrimination, and create safer, more equitable workplaces.
• Building inclusive workplaces:
  Employees who feel safe and valued are more engaged, productive, and loyal—benefiting both people and profits.

As the old saying goes, “Actions speak louder than rainbows.”

Addressing common criticisms and challenges

Let’s be real: No company is perfect. Even the best top companies for LGBTQ+ employees have room to grow. Here are some common challenges—and how companies can overcome them.

• Global disparities:
  Multinationals must navigate vastly different legal and cultural landscapes. The best companies strive for inclusion everywhere, not just in progressive markets.
• Continuous improvement:
  Inclusion is a journey, not a destination. Companies must regularly review and update their policies, listen to employee feedback, and adapt to new challenges.
• Balancing profit and principle:
  Sometimes, supporting LGBTQ+ rights can mean losing customers or facing backlash. True allies stick to their values, even when it’s inconvenient or costly.

Call to action: be the change

Ready to make a difference? Here’s how you can help build a world where LGBTQ+ friendly companies are the norm, not the exception:

• Share this article and start conversations about what real allyship looks like.
• Research companies before you buy, apply, or invest.
• Advocate for more inclusive policies at your own workplace.
• Support businesses that support you (or your community)—and hold others accountable.

Because Pride isn’t just a party. It’s a protest, a promise, and a call for progress. Let’s make sure the companies we support are marching with us every day of the year.

FAQ: LGBTQ+ friendly companies and rainbow washing

Q1: How can I check if a company’s Pride campaign is genuine?
A: Look beyond the rainbow logo. Check if the company has year-round non-discrimination policies, inclusive benefits, and a track record of supporting LGBTQ+ causes. Investigate whether profits from Pride merchandise are transparently donated to LGBTQ+ organisations, and whether the company has faced criticism for contradictory political donations. Use resources like the Corporate Equality Index or Stonewall’s workplace rankings for additional verification.

Q2: What are the warning signs of rainbow washing?
A: Red flags include only showing support during Pride Month, vague or absent information about donations, lack of LGBTQ+ representation in leadership, and a history of supporting anti-LGBTQ+ politicians or causes. If a company goes silent on LGBTQ+ issues the rest of the year, it’s likely rainbow washing.

Q3: Are there resources to help me find LGBTQ+ friendly companies?
A: Yes! The Human Rights Campaign’s Corporate Equality Index (CEI) is a gold standard in the US, while Stonewall and GLAAD provide similar resources in the UK and internationally. Employee reviews on Glassdoor and LinkedIn, as well as news coverage, can also offer insights.

Q4: What should I do if I discover a company is rainbow washing?
A: Vote with your wallet and your voice. Support businesses with a proven record of inclusion, share your findings on social media, and encourage others to demand more from brands during and after Pride Month.

Q5: How can companies move beyond rainbow washing?
A: Authenticity comes from embedding LGBTQ+ inclusion into company culture, policies, and leadership. This means year-round support, transparent donations, partnerships with LGBTQ+ organisations, and amplifying LGBTQ+ voices internally and externally.

Now, over to you: Which companies have you seen go beyond rainbow flags? Have you worked somewhere that truly “gets it”? Drop your thoughts below—let’s keep each other informed, inspired, and empowered.