These companies' support for the LGBTQ+ community goes beyond Pride month (2024)

We are officially in the middle of 2024 Pride, with rainbow flags popping up in store windows as businesses across the country show their support for the LGBTQ+ community.

This month, Newsweek published its latest ranking of America's Greatest Workplaces for LGBTQ+. Newsweek partnered with data analytics firm Plant-A for the second year in a row to recognize the top 400 companies across 78 industries that are taking meaningful steps to be inclusive and supportive to members of the LGBTQ+ community.

The ranking was determined through a five-part evaluation. This included a pre-study survey with HR professionals, reviews from more than 29,000 LGBTQ+ employees, research into KPIs and media monitoring of relevant press. Scores for individual companies were calculated based on Plant-A's scoring model and given a star rating of one to five stars. Only the top companies—those with four, four and a half and five stars—were included in the ranking.

In addition to supporting LGBTQ+ employees internally, many of these companies make efforts to support the community externally year-round.

One way to show support is with campaigns for Pride in June. In 2024, however, some companies are scaling back their Pride collections due to backlash from conservatives.

Target, one of the companies on Newsweek's ranking, announced in a statement ahead of June that it would sell its Pride collection "in select stores, based on historical sales performance" after the retailer faced boycotts following the release of its 2023 Pride items.

According to data from Gravity Research, 78 percent of companies are not planning to change their Pride strategies this year. But after the negative responses to LGBTQ+ campaigns from Target and Bud Light, 30 percent of companies within the consumer goods industry are considering adjusting their Pride rollout.

Despite the risk of backlash, several companies are continuing to show support. These are some of the retailers from the ranking that are backing the LGBTQ+ community.

Starbucks

Starbucks has been supporting the LGBTQ+ community for decades by establishing a culture of belonging and community, providing comprehensive health care and being an advocate for civil rights, including the fight for marriage equality.

"Progress has always been our focus at Starbucks, even in times when it may seem difficult, or we are challenged," Executive Vice President and Chief Partner Officer Sara Kelly and Executive Vice President and President of North America Sara Trilling said in a recent statement to partners, what Starbucks calls their employees. "We are proud to continuously evolve our benefits and resources based on your feedback and in ways that ensure all partners who wear the green apron feel a strong sense of belonging."

Recently, Starbucks announced that it will expand its partnership with the National Center for Transgender Equality (NCTE) to allow transgender, nonbinary and gender nonconforming employees to get reimbursem*nts for costs related to name and gender marker changes on state and federal identification.

For Pride, Starbucks launched a new artist-collaboration merchandise series that focuses on elevating and celebrating the voices and experiences of local artists, a spokesperson for Starbucks told Newsweek.

The latest rollout partners with queer muralist and illustrator Sofie Birkin.

"This collection really celebrates moments that feel both genuine and relatable to the LGBTQ+ community," the Starbucks spokesperson told Newsweek. "Specifically for her collection, everything from depictions of Pride marches to kitschy objects that resonate with this community can be found on those cups. Her goal with this collection was really to create something memorable, that when people saw it, they immediately thought this is by us and for us."

Outside of Pride month, Starbucks maintains a strong partnership with LGBTQ+ organizations like Out & Equal, the Human Rights Campaign and the Trans Health Project.

Starbucks also announced Monday that it will work with local nonprofit organizations through neighborhood grant programs. Since 2019, Starbucks has given over 1,200 grants totaling more than $2 million for organizations supporting the LGBTQ+ community across North America.

1-800-Flowers

Birthdays, anniversaries, graduations, Mother's Day—no matter the time of year, 1-800-Flowers has been offering beautiful bouquets of flowers for more than 45 years.

For the second year in a row, 1-800-Flowers.com, Inc. is teaming up with the Point Foundation to support LGBTQ+ students for Pride month. The Point Foundation is a scholarship nonprofit that has been supporting LGBTQ+ students since 2001.

This collaboration includes $25,000 in scholarships and funding to Point Scholars, which 1-800-Flowers.com Inc. says it hopes will "make a meaningful impact on the lives of LGBTQ+ students, helping them to reach their full potential."

According to 1-800-Flowers, Point Scholars represent a diverse range of backgrounds and experiences, including first-generation college students, transgender and nonbinary students and Black, Indigenous and other people of color.

"We believe in fostering a culture where every team member, customer, and partner feels respected, valued, and empowered," 1-800-Flowers said in a statement. "Embracing diversity, and celebrating the uniqueness of every individual, makes us a better company and strengthens our community."

In addition, 1-800-Flowers also offers a collection of Pride-themes gifts, including rainbow bouquets, flags, gift boxes, candles and edible treats.

Michaels

Michaels is no stranger to rolling out seasonal and holiday decor and crafts. Right now, customers can find items celebrating graduation season, the Fourth of July and other beachy-themed items that scream summer—and Pride is no different.

The Pride collection at Michaels includes home decor, flags, ribbons, wearable accessories like temporary tattoos and crafts.

On a corporate level, Michaels is committed to inclusion and diversity, according to the company's website. This includes Michaels Resource Groups that aim to "raise awareness and celebrate their diverse population, promote education about different cultures and communities, eliminate stereotypes and create a sense of belonging among Team Members."

This includes a group that contributes to LGBTQ+ inclusion efforts and partnering with LGBTQ+ organization like PFLAG, an organization dedicated to supporting, educating and advocating for LGBTQ+ people.

Ulta

The Joy of Belonging With Pride—that's the theme of Ulta Beauty's 2024 Pride campaign that aims to "uplift and magnify LGBTQ+ voices" and "create moments of joy and connection for our associates and guests," according to the company.

Part of this initiative includes highlighting beauty brands founded and owned by LGBTQ+ individuals, including Good Light, Polite Society, Madison Reed, Ole Henriksen and About-Face. The company is also partnering with LGBTQ+ content creators and artist Loveis Wise to create a custom illustration that embodies The Joy of Belonging With Pride.

"Ulta Beauty believes beauty is for all, and we strive to be a destination where all guests, associates, partners and communities feel connected and represented," an Ulta spokesperson told Newsweek in an emailed statement. "Reflecting beauty at its most diverse and inclusive helps our guests feel welcome and allows us to best meet their needs. We want every guest who shops at Ulta Beauty to find products that celebrate what makes them uniquely beautiful."

Throughout the month of June, the Ulta Proud Business Resource Group has also organized opportunities for conversation and connection with members of the LGBTQ+ community and is a sponsor of the 2024 Chicago Pride Parade.

Beyond June, the company works with Ulta Beauty Charitable Foundation partners to support the LGBTQ+ community through volunteerism, product donation and financial contributions. The foundation has committed to donate $2 million in 2024 to nonprofits focused on BIPOC and LGBTQ+ communities.

American Eagle Outfitters

American Eagle Outfitters (AEO) is another company in the ranking that has long been committed to uplifting and supporting the LGBTQ+ community.

The Aerie and American Eagle Pride collections feature more than 60 pieces, including graphic T-shirts, denim, skirts, dresses, boxers and accessories. AEO said its collections "celebrate self-expression" and provide an opportunity for customers and associates to be themselves.

"Belonging and respect are deeply embedded within the foundation of AEO—and the ability to bring your authentic self to work is the cornerstone of our inclusive culture," AEO Inc. Chief Human Resource Officer Marisa Baldwin told Newsweek in an emailed statement. "Our brands are open to all and celebrate individuality through every person's unique style, which shines through in our Pride product collections."

This year, the company is living up to its stance that "Pride is every single day of the year" by announcing that the AE Pride collection will be available year-round, with new products released quarterly.

Additionally, American Eagle is showing support beyond its collection. For the eighth year in a row, AE, in partnership with Aerie and the Aerie Real Foundation, will grant $100,000 to the It Gets Better organization to help LGBTQ+ youth.

"Uplifting and supporting the LGBTQIA+ community is part of our pride every day of the year," Baldwin told Newsweek. "The culture we build from within is an outward reflection of the values that guide our business. Listening and learning from different life experiences is truly what makes us better together. We are proud to have created a workplace that empowers all of our people to have the confidence to be themselves while growing their careers."

Additionally, one of American Eagle's most active resource groups is the Real Pride Network, which includes LGBTQ+ associates and allies. This group promotes education and acceptance and creates opportunities to celebrate the LGBTQ+ community, including participation in Pride marches.

Build-A-Bear

Build-A-Bear Workshop has been offering a one-of-a-kind experience for children to create a new stuffed best friend for decades. The company frequently collaborates with various brands and IP to create unique merchandise online and in-store.

The Pride collection can be found in the Bear Cave, a space for Build-A-Bear's "unexpected collabs and unique plush gifts" intended for adults. For Pride, Build-A-Bear has a range of clothes and accessories, including LGBTQ+ flags and rainbow heart shirts, for stuffed animals and various rainbow plushies like the Bearlien and Build-A-Bear Buddies Rainbow Frog. The company pledges to donate a portion of the proceeds from the merchandise to the Build-A-Bear Foundation to support organizations that are committed to the work of diversity, equity and inclusion.

The company has faced backlash for its collaboration with the LGBTQ+ community in the past, including rolling out a bear modeled after famous drag queen RuPaul last year. There was outrage online over accusations that the company was pushing an LGBTQ+ agenda on children.

Target

Despite the controversy from 2023 Pride, Target will continue to sell its Pride collection in select stores, according to a May press release. The collection includes adult apparel, home products, and food and beverage, which has been curated based on guest insights and consumer research, a spokesperson told Newsweek. There is also a range of brands owned by LGBTQ+ individuals featured on the retailer's website throughout the year.

The company pledges to continue to support LGBTQ+ organizations, including the Human Rights Campaign and Family Equality, and join local Pride events in Minneapolis, where Target is headquartered.

"Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round," a company spokesperson told Newsweek in an emailed statement. "Most importantly, we want to create a welcoming and supportive environment for our LGBTQIA+ team members, which reflects our culture of care for the over 400,000 people who work at Target. We have long offered benefits and resources for the community, and we will have internal programs to celebrate Pride 2024."

Additionally, Target said its Pride+Business Council will "host internal events and experiences where interested team members can learn, reflect, celebrate and connect," the company said in a statement.

"It's complemented by the year-round resources and benefits we provide to our LGBTQIA+ team members, reflecting our culture of care for all 400,000 people who work at Target," the statement read.

Walmart

This year, Walmart is promoting Pride merchandise and products from brands founded by LGBTQ+ individuals as part of its Pride Always campaign.

In an Instagram post, Walmart shared a video highlighting the LGBTQ+ brand owners the company is partnering with this month. The caption read: "Not just a slogan. #PrideAlways is a reminder to lead with love.​"

Internally, Walmart focuses on diversity by fostering a workplace culture where everyone feels included, like by sponsoring a resource group for LGBTQ+ employees.

The essence of Walmart's mission is to "create an inclusive culture where all associates work together to deliver on our shared purpose," Chief Diversity & Inclusion Officer Ben Hasan said in a statement on Walmart's website.