GLAAD RESPONDS TO COORS DROPPING DEI INITIATIVES

GLAAD is responding to news of Coors dropping support of Diversity, Equity and Inclusion (DEI) initiatives and the LGBTQ community. Coors reportedly shared an internal memo that it has, since March, been developing “the next evolution” of company trainings since all current U.S. employees had completed DEI training programs, and will rebrand employee resource groups that support its diverse workforce as “business resource groups.”

Sarah Kate Ellis, President & CEO of GLAAD:
“Successful companies stay true to their values and business imperative to welcome more people to the table, not walk away when it gets noisy and hard. Coors is throwing away decades of effort to regain the trust of LGBTQ and ally employees and consumers. Corporate responsibility demands a laser focus on the reality that our world is already more diverse and inclusive. Thriving businesses always invite more people to belong and be respected, in every move they make.”

Additional research:

• Background on Coors’ previous anti-equality history
• Nearly 4 in 5 LGBTQ adults, and over half of non-LGBTQ adults say today, they think most companies/brands should support the LGBTQ community. (MRI-Simmons, 2024 June LGBTQ and Gender Identity Study).
• Nearly 3 in 4 of LGBTQ adults, and over 2 in 5 of non-LGBTQ adults say they are more likely to purchase a product or service from a company/brand that supports the LGBTQ community. (MRI-Simmons, 2024 June LGBTQ and Gender Identity Study).
• 91% of non-LGBTQ Americans agree that LGBTQ people should have the freedom to live their life and not be discriminated against.
• Nearly 1 in 2 non-LGBTQ adults say they are worried about the LGBTQ community due to the current political climate and over half think that anti-LGBTQ legislation has gone too far (MRI-Simmons, 2024 June LGBTQ and Gender Identity Study)
• Gallup found more than 1 in 5 Gen Z adults are LGBT, each younger generation is about twice as likely as the generation that preceded it to identify as LGBTQ.
• Gen Z adults are 2x more likely to BE LGBTQ, 1.6x more likely to KNOW someone in our community, and 1.2x more likely to SUPPORT us. (Gallup 2023, GLAAD’s Accelerating Acceptance 2023, GLAAD’s Advertising Visibility Index 2023)

The LGBTQ Community in Corporate America

• Most Americans believe that business leaders should lead the charge – 53% expect CEOs to inform and shape conversations and policy debates about LGBTQ rights. Even more, 59% of Americans say that if business devoted significant resources to protecting the rights of the LGBTQ community it could have a positive impact.
• Across demographics, Americans seek out employers who take a stand in support of LGBTQ rights: If a brand publicly supports and demonstrates a commitment to expanding and protecting LGBTQ rights, Americans are 2x more likely to buy or use the brand and those aged 18-34 are 5.5x more likely to want to work at a company if it publicly supports and demonstrates a commitment to expanding and protecting LGBTQ rights.

Findings from a 2023 GLAAD and Ipsos poll show a majority of Americans are not opposed to corporate support of the LGBTQ community:

• Americans are nearly twice as likely to say they would want to back companies facing criticism for supporting people in the LGBTQ community, rather than their critics.
• 74% of Americans are neutral or positively impacted by knowing a company offers Pride merchandise.
• 2 out of 3 Americans are neutral to positive about Pride merchandise in a store seeing it as no different than offering products with a sports team logo or other specialized designs.
• 59% of Americans believe companies offering Pride merchandise are showing support and acceptance of the LGBTQ community.