The changing public expectations for how corporations should honor Pride month has been nothing short of a roller coaster ride over the past decade. Pressure from both the public and from employees to support the LGBTQ+ community has been vocalized and well documented. That pressure was followed by some corporate missteps and accusations of pinkwashing, but this year’s corporate pride celebrations have been the most conflicted in recent memory.

Right-wing backlash led Target to pull its Pride merchandise from stores and AB InBev to yank ads featuring a transgender influencer. Those companies have made a lot of headlines, but they are not alone in facing backlash and needing to figure out how to respond. These responses have impacted both the public perception of companies and their bottom lines.

In this episode of Leadership Next, GLAAD CEO Sarah Kate Ellis joins hosts Alan Murray and Michal Lev-Ram to discuss how the country's political atmosphere has impacted this year's Pride, and why it feels different from previous years. She shares advice and guidance for companies in supporting the LGBTQ+ community and explains what happens when CEOs listen to the needs and desires of both shareholders and stakeholders to guide these sorts of decisions. Ellis also talks more about GLAAD's transformation under her leadership from a media watchdog to a consultant and advisor to media, advertising, social media and business industries on representation and support of LGBTQ+ people.

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