14 Global Brands Making a Difference in the LGBTQ+ Dialogue

Categories: Diversity & Inclusion

June is LGBTQ+ Pride Month around the world. As a global organization, how can you best show your support for your LGBTQ+ team members? One of the first things to do is to study the best practices of other global brands that are making a difference in the LGBTQ+ dialogue this month (and all the other months of the year).

Here are 14 corporate standout examples from around the globe that progressive companies looking to make a statement and an impact could learn from.


This Silicon Valley software giant has long been a prominent supporter of LGBTQ+ rights through its comprehensive “Adobe for All” initiative. Adobe also partnered with GLAAD for “Create Change” discussions, created “Pride Packs” for social channels, and raised funds for LGBTQ+ charities with a live baking challenge.

AIG Japan

The Japanese arm of American International Group, a worldwide financial services organization, partnered with the famed “All Blacks” rugby team of New Zealand to create a “Pride Jersey” for the national squad.


Alibaba, the enormous Chinese-based e-commerce company, made waves recently with a groundbreaking commercial from their online marketplace Tmall featuring a same-sex couple.

Bath and Body Works

This home hygiene giant celebrated Pride with a colorful “Love Always Wins” collection, along with a $1 million donation to the Human Rights Campaign Foundation. Additionally, the company’s associate resource group (“Evolve”) hosts “educational sessions on allyship, intersectionality, mental health, the history of Pride and more.”


Cigna, the Connecticut-based American insurance company, is a longtime advocate for diversity and LGBTQ+ rights. The company spoke out against a 2020 change to the Affordable Care Act that affected LGBTQ+ people, is one of the “Best Places to Work For LGBTQ Equality,” and provides resources for LGBTQ+ people on its website.

Dr. Martens

The fabled English shoemaker released their “1461 for Pride” smooth leather Oxford shoes for Pride month and provided a showcase for five different LGBTQIA+ artists to “showcase their work on DIY docs.” Dr. Martens also donated $100,000 to The Trevor Project, “the leading national organization providing crisis intervention and suicide prevention services to lesbian, gay, bisexual, transgender, queer & questioning (LGBTQ) young people under 25.”


Ikea, the Swedish furniture maker, came out with its “Pride” collection for June 2021 – including STORSTOMMA rainbow bags and ENEBY rainbow speaker covers. A portion of the retail sales goes to GLSEN, “supporting LGBTQ+ inclusion in K-12 schools by providing space for students to learn and grow without bullying or harassment.”


The Danish-based children’s block maker has released the rainbow-colored “Everyone is Awesome” set in time for Pride month 2021. The set “celebrates positivity and kindness in our families, our communities and our world.” Lego also supports the Diversity Role Models charity and works with several different LGBTQ+ organizations to help “ support employees who identify as LGBTQIA+ and allies across the company.”

Maison Kitsune

Collaborating with The Trevor Project, the French-Japanese fashion label created a Pride line that is a “new collection of gender-neutral pieces proudly displaying the rainbow flag.” A portion of the proceeds goes to support the Project’s goals.


The prominent streaming service features an extensive catalog of LGBTQ+ programming for Pride Month (and beyond), including Queer Eye, The Half of It, Schitt’s Creek, and more.


Pets around the world can show their support during pride month with the “You Are Loved” collection from the U.S.-based company PetSmart. PetSmart also made a $100,000 donation to GLSEN.


Canadian e-commerce company Shopify partnered with the Stonewall Inn Initiative to prominently spotlight over 60 different LGBTQ+-owned brands and small businesses; the list is available for browsing on the Shopify app.


Israeli-based SodaStream partnered with acclaimed actress and trans advocate Laverne Cox for an animated film entitled “Rainbow Story” and released a limited edition “Rainbow Story” sparkling water kit. Proceeds from the “Rainbow Story” products go to the IGLA World LGBTQI NGO.


Versace teamed up with pop superstar Lady Gaga to commemorate the 10th anniversary of her “Born This Way” album, creating a customized “Born This Way” t-shirt and a beret. A portion of the proceeds goes to the LGTBQ+-supporting Born This Way foundation.

Looking for more ways to help?