It’s become increasingly important to consumers that they shop with brands and companies that align with their personal values — and that those brands and companies are authentic in their efforts. Many companies including retailers are proactively supporting and advocating for the rights and fair treatment of the LGBTQ community.
Explore more of our NRF Member spotlights.
This Pride Month, we’re highlighting NRF members that are showing their support through their products and making an impact through donations and consistent advocacy and commitment to organizations working for equity and inclusion.
This year 1-800-Flowers.com is continuing its partnership with GLAAD for Pride Month; 20 percent of net proceeds from its Pride collection will be donated to the non-governmental media monitoring organization, and customers can also make cash donations to the organization. The retailer has donated more than $200,000 to GLAAD since 2007, donating $25,000 this year alone.
The 1-800-Flowers.com Employee Resource Group participates in Pride parades worldwide and aims to foster an environment for better understanding and communication.
One of the first retailers to offer same-gender domestic partner benefits, Gap has scored 100 on the Human Rights Campaign Corporate Equality Index for 15 years straight. This year, Gap partnered with the artist behind Frank Ape, Brandon Sines, to create a collection of Pride Month t-shirts. Gap also signed the Human Rights Campaign’s statement opposing anti-LGBTQ legislation and has a long-term partnership with UN Free & Equal, a public information campaign promoting equal rights and the fair treatment of LGBTQ people.
Recently in 2021, Gap updated its health care and benefits offerings to provide increased coverage for transgender care. This year, Gap is donating $50,000 to the GenderCool Project, a youth-led movement working to bring meaningful change for transgender and non-binary youth.
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Joann is offering a variety of products including Pride-themed fabrics, DIY Pride Month projects and accessories in its 2022 Power of Pride collection. The company has partnered with GLSEN, an education organization that supports young people in the LBGTQ community, committing $25,000 to the organization. Joann has also supported local organizations including the LGBT Community Center of Greater Cleveland.
Kroger consistently scores 100 on the Human Rights Campaign Corporate Equality Index. This year, the company’s Pride month collection features a variety of products, beverages and recipe inspiration videos, and highlights partner LGBTQ brands including Peanut Butter & Co., Love Good Fats and Galerie.
In its commitment to supporting LGBTQ equality, Kroger provides same-gender partner benefits and trans-inclusive health care. It also partners with the National Gay and Lesbian Chamber of Commerce, working to create and enhance LGBTQ supplier relationships. Kroger has also partnered with its PRIDE Associate Resource Group to create an LGBTQ allyship guide, an educational framework for effective allyship.
L.L.Bean’s 2022 pride month collection features apparel and outdoor gear available for a limited time. The company is donating to OUT There Adventures, a partner education organization committed to reducing barriers to the outdoors for the LGBTQ community. It also supports the EqualityMaine Foundation, an organization working for full equality for LGBTQ people in the state while also providing community education and outreach programs.
Another among the first companies to offer domestic partner benefits to same-gender couples, Levi’s has been an avid supporter of the LGBTQ community for almost three decades. Its 2022 gender-free and size-inclusive Pride collection is inspired by the activism of early gay rights movement posters and memorabilia, created with a focus on “intentionality in designing a collection with a story underpinned that was relevant to the community.”
Building community internally, Levi’s is expanding its Employee Resource Groups, aiming to create brave and safe spaces for LGBTQ employees. The company consistently scores 100 on the Human Rights Campaign Corporate Equality Index and signed the HRC statement opposing anti-LGBTQ state legislation. Levi’s also annually donates $100,000 to OutRight Action International, an organization working to advance the rights for LGBTQ people all over the world.
Nordstrom has been a consistent ally of the LGBTQ community, donating $1 million last year to organizations that provide support and resources for LGBTQ youth. This year, its Pride Month campaign features Playground Kiki, a Seattle-based LGBTQ organization founded to build community for BIPOC youth and expand the ballroom dance world. A virtual and physical exhibit, “A Portrait of Kiki,” is being showcased in partnership with the Hetrick-Martin Institute, an organization bringing essential resources to LGBTQ youth ages 13 to 24.
Other organizations benefiting from Nordstrom’s support include Trans Lifeline, a trans-led advocacy and support organization, which will receive 10 percent of net sales of the company’s BP. Be Proud brand as well as a corporate donation of $100,000. Nordstrom recently signed the Human Rights Campaign statement opposing anti-LGBTQ state legislation.
One of the nation’s fastest growing specialty retailers, Rue21 is known for creating an inclusive shopping experience for consumers. This year its Pride collection, entitled “Made for All,” features gender-neutral clothing, fragrances and accessories. The collection features expressive statements and important messages like #SAYGAY, and supports The Trevor Project, the world’s largest organization for mental health resources and crisis intervention for LGBTQ youth.