LGBT is a management issue for every company.

The term LGBT (an umbrella term for lesbian, gay, bisexual, transgender, etc.) has been popping up everywhere lately. More companies are actively focusing on LGBT issues, and Cannes Lions even added a new category centered on gender... But why exactly!?

Hello, I'm Zenya, a copywriter at Dentsu Inc. Since launching the "There's Nothing Wrong with 'Liking' Exhibition" project this Valentine's Day – aiming to make Valentine's a day to reflect on "liking" – I've seen a surge in LGBT-related projects. In this article, I'll explore "Why are companies focusing on LGBT?"

■Four Reasons Companies Focus on LGBT

① For Recruitment Communication
More companies are focusing on hiring LGBT individuals to attract a more diverse workforce. For example, EYS-STYLE, which operates EYS Music School and sponsored the "There's Nothing Wrong with What You Like" exhibition, publicly declared after sponsoring the event: "We aim to employ sexual minorities comprising at least 5% of our total workforce." They actively recruit LGBT individuals. This isn't just for the LGBT community; the company's stance serves as PR and enhances its ability to attract more diverse talent.

② For Internal Communication
More companies are focusing on LGBT initiatives to build diverse organizations. EYS-STYLE, mentioned earlier, established a cross-functional internal group and held a Rainbow Christmas party themed around LGBT last Christmas. Around 100 people gathered, including music school teachers, students, and their families, learning together about the importance of respecting diversity.

By making these corporate activities visible, it contributes not only to LGBT and internal initiatives but also to branding as a diverse company.

③ For Marketing Communication
More companies are focusing on LGBT initiatives for marketing and promotion. One example is Burger King USA's " Proud Whopper," which won multiple awards at this year's Cannes Lions.
Simply put, Burger King released a hamburger wrapped in rainbow-colored paper, a color often associated with the LGBT community. However, nothing about the contents was revealed. While customers speculated, "This tastes sweeter than a regular burger," upon finishing and turning the wrapper over, they found the words "We are all the same inside." Surprisingly, only the packaging had changed; the contents were a regular burger. This promotion became a web video and spread rapidly worldwide. It transcended a simple promotion, significantly contributing to Burger King's corporate image.

④ For Service Development
More companies are focusing on LGBT issues for service and product development. For example, Letibee, an LGBT life support company that spoke at the "There's Nothing Wrong with 'Liking'" exhibition talk event. While they consult for wedding companies, they also develop detailed wedding services—like how to express the term "groom" at a lesbian wedding.
Changing the subject slightly, I understand that heated bidet seats were originally introduced for medical and welfare facilities. I believe that solutions to challenges faced by minorities may hold hints for the future that benefit not only minorities but also the majority.

■Finally

LGBT issues remain a significant human rights problem where society's response is still lagging. Precisely because it's a cutting-edge social issue, I feel it's an area where companies should seriously engage. Engaging with LGBT issues can generate new corporate activities and positively impact overall management. What's crucial then is using engagement with LGBT issues as a catalyst to create a livable environment and society not just for LGBT people, but for everyone beyond the LGBT community.

We plan to expand the "There's Nothing Wrong with 'Liking'" exhibition into an even larger movement in 2016, so we sincerely welcome interested companies to join us. Finally, I'd like to conclude this article by sharing an excerpt from the messages left by visitors to this year's "There's Nothing Wrong with 'Liking'" exhibition.