🏳️🌈 The Business Case for Inclusion: Why the Pride Flag Ban Matters for Your Brand
I was recently approached by a business leader here in Texas — someone who genuinely values inclusion and has proudly supported the LGBTQ+ community for years. But this time, they were hesitant.
“We want to keep showing support,” they said, “but with what’s happening in Utah and the way some companies are being targeted… we’re worried it could backfire.”
They were referring to Utah’s recent legislation banning Pride flags in public schools and government buildings. And they’re not alone — across the country, leaders are watching and wondering: How do we uphold our values in a climate that’s becoming more politically charged?
At IGC, this is exactly where we step in. We help business leaders navigate the tension between brand risk and social responsibility — and we believe this moment presents not just a challenge, but an opportunity.
What’s Happening?
Utah recently passed House Bill 77 (HB77), restricting which flags can be displayed in public institutions. The bill’s backers claim it promotes political neutrality. But let’s be honest: the exclusion of Pride flags sends a chilling message to LGBTQ+ individuals, their families, and their allies.
This isn’t just symbolic. It’s part of a broader trend. Corporations like ExxonMobil have prohibited the display of LGBTQ+ Pride flags at their offices, and major brands such as Anheuser-Busch and Target have scaled back DEI efforts and Pride sponsorships after facing political pressure. Meanwhile, events like San Francisco Pride have lost key sponsors.
The bottom line? In a polarized environment, companies are being asked — implicitly or explicitly — to pick a side.
Why This Matters to Business
Inclusivity isn’t “just politics.” It’s workforce strategy. It’s brand equity. It’s economic common sense.
Talent Retention: LGBTQ+ employees want to work where they’re respected and represented — and so do their allies.
Brand Loyalty: Consumers, especially Gen Z and Millennials, increasingly spend their dollars with brands that reflect their values.
Reputation Risk: Silence — or inconsistency — on social issues can cause backlash from all sides. Being clear and committed matters.
What Can Business Leaders Do?
Whether you're a CEO, a founder, or leading a team, your voice and your choices matter. Here are a few ways to lead with clarity and courage:
1. Reaffirm Your Values.
Issue a statement or internal memo reaffirming your commitment to diversity, equity, and inclusion. Make it personal. Make it real.
2. Fly the Flag (Where You Can).
If your workplace is not a public institution, you’re still free to show support — whether that’s a Pride flag in the office, rainbow branding during Pride Month, or year-round representation in marketing.
3. Partner with Purpose.
Support local LGBTQ+ organizations, events, or causes. Invest in inclusive hiring pipelines. Sponsor Pride — even if others pull out.
4. Equip Your People.
Offer training on inclusive leadership and the changing legal landscape. Help your teams navigate these moments with empathy and integrity.
5. Think Long-Term.
These moments aren’t just cultural flashpoints — they’re forks in the road. Your response today shapes your reputation tomorrow.
Let’s Build a Future Where Everyone Belongs
At IGC, we believe inclusive business is better business. And now more than ever, bold, values-driven leadership matters.
Want help navigating policy shifts, reputational risks, or inclusive strategy? We’re here to support you.