Pride Month: Small Business Opportunities & CEO Insights
- Tanner Graham, co-founder and CEO of creative brand agency General Idea, noticed a notable absence at a recent Pride parade in Pennsylvania: major corporations.
- Rather, Graham saw local businesses taking the lead in maintaining the momentum for Pride initiatives.
- General Idea, founded in 2018, has always prioritized diversity, equity and inclusion. All five leaders in the agency's C-suite identify as LGBTQ+.
in a surprising turn, small businesses are emerging as the champions of LGBTQ+ support during Pride Month, stepping up as corporations scale back. Tanner Graham, CEO of General Idea, sees a unique chance for these companies too lead with authentic commitment. This article explores how local businesses are filling the void, driving initiatives, and upholding values of diversity, equity, and inclusion. Learn how companies are prioritizing these values to build safe and empowering environments. news Directory 3 covers these insights and details a call to action for businesses to embrace their role in the evolving landscape. Discover what’s next in this pivotal shift.
Small Businesses Step Up LGBTQ+ support as Corporations Retreat
Updated June 19, 2025
Tanner Graham, co-founder and CEO of creative brand agency General Idea, noticed a notable absence at a recent Pride parade in Pennsylvania: major corporations. Graham observed that many Fortune 500 companies, which previously showed strong support for LGBTQ+ initiatives, were not present.
Rather, Graham saw local businesses taking the lead in maintaining the momentum for Pride initiatives. He believes this shift creates a new opportunity for smaller companies to champion LGBTQ+ causes.
General Idea, founded in 2018, has always prioritized diversity, equity and inclusion. All five leaders in the agency’s C-suite identify as LGBTQ+.
“There’s a real opportunity to be leaders,” Graham said, “because as the bigger companies and especially the publicly traded companies have had to turn down the volume [on their LGBTQ+ initiatives] it creates a real, new opportunity this year, and probably for the next several years to come.”
Graham urges small business leaders to consistently commit to their values. General Idea is a certified member of the National LGBT Chamber of Commerce (NGLCC) and donates to organizations like the Transgender Law Center, Ali Forney Center and SAGE.
He emphasizes that leaders should communicate company values and demonstrate the importance of standing up for their beliefs to their teams.
“Diversity [brings] the best ideas, the most forward-thinking ideas.”
graham explained that General Idea focuses on hiring individuals with complementary skillsets to navigate the evolving marketing landscape. The agency has partnered with brands like Savage X Fenty, Ariana Grande and Swarovski.
The company prioritizes hiring ”extraordinary” thinkers and creators who appreciate culture and can tap into current trends. They also seek individuals who excel at finding solutions.
“Every client comes to us because they have a problem to solve,” graham said. ”Whether they need to sell more products or connect with new audiences, so for us, first and foremost, it’s about understanding what those problems are and getting to the core of that.”
General Idea aims to partner with clients and guide them toward the best possible outcomes.
“We really want to create an habitat that empowers people to feel safe.”
Graham believes that General Idea’s commitment to LGBTQ+ issues and diversity will help them navigate the rapidly changing marketing landscape and the impact of AI. The agency strives to create a safe and empowering environment where individuals can express their beliefs and thrive.
What’s next
Small businesses have a chance to solidify their commitment to diversity and inclusion, perhaps attracting talent and customers who value these principles. As larger corporations navigate complex social and political landscapes, the consistent support of smaller businesses could become increasingly vital for LGBTQ+ initiatives.