At the World Economic Forum in Davos, the fourth annual Pride on the Promenade saw major firms illuminate their venues in rainbow colors to emphasize that LGBTQ+ inclusion matters for the global economy. Organized by GLAAD, Open for Business and the Partnership for Global LGBTIQ+ Equality, the event highlighted participation from companies such as Amazon, Bloomberg and Salesforce. Organizers said inclusion improves business performance and morale, a message that contrasted with President Donald Trump's controversial Davos remarks and contested claims. Advocates said the visibility is especially urgent amid rising authoritarian rhetoric and attacks on LGBTQ+ communities.
Pride on the Promenade Lights Up Davos: Corporations Say LGBTQ+ Inclusion Strengthens the Global Economy
workday in davos
Rainbow lighting and Pride flags brightened corporate venues across Davos as LGBTQ+ advocates and business allies used the World Economic Forum to send a clear message: LGBTQ+ people belong in the global economy — and inclusion is good for business.
Visible Solidarity at a Tense Forum
The displays were part of the fourth annual Pride on the Promenade, organized by GLAAD, Open for Business and the Partnership for Global LGBTIQ+ Equality. On Wednesday, participating firms — including Amazon, Axios, Bloomberg, Cisco, Cloudflare, Edelman, Hub Culture, Salesforce, SAP, Snowflake and Workday — illuminated Davos-hosted spaces in rainbow colors and posted affirming messages to show support amid a fraught geopolitical backdrop.
Axios at davos
Contrast With Remarks on the Main Stage
The symbolism was intentional. Earlier that day, U.S. President Donald Trump delivered remarks at Davos that mixed contested economic claims, threats toward allies and other assertions that have been widely challenged. Trump said inflation in the United States had been "defeated" while also claiming unprecedented economic growth, and he asserted his administration had secured between $18 trillion and $20 trillion in new investment — figures not supported by public data. He also repeated false claims about the 2020 election and criticized the press.
Trump's remarks shifted into international tensions when he focused on Greenland, at times conflating it with Iceland and suggesting renewed efforts to acquire the Danish territory. He warned of possible economic retaliation against Denmark and other NATO allies and characterized NATO as a one-way arrangement that has taken advantage of the United States. Those comments run counter to historical precedent, including NATO’s invocation of Article 5 after the September 11, 2001 attacks.
cisco at davos
Why Business Leaders Showed Up
For organizers and advocates, Pride on the Promenade was both an affirmation and a rebuke: a public reminder that values and inclusion matter in boardrooms and markets, not only in civic life.
“Inclusion and economic performance belong together,” Ken Janssens, CEO of Open for Business, said in a statement to The Advocate. “When people can show up openly and safely, businesses are stronger. That’s the message behind the Rainbow Light-Up.”
GLAAD president and CEO Sarah Kate Ellis emphasized the timing: as authoritarian rhetoric and attacks on LGBTQ+ communities rise in some countries, visibility in elite international spaces has taken on renewed urgency. “The colors lighting up the promenade at the World Economic Forum again this year show needed support for LGBTQ people globally,” Ellis said, adding that brands demonstrating shared values can also benefit their bottom line.
cloudflare at davos
The Broader Context
Advocates argue that inclusive workplaces improve employee well-being, attract diverse talent, and boost innovation and productivity — outcomes that translate into stronger business performance. The Davos light-up was intended to reinforce that economic arguments for equality are increasingly persuasive to multinational companies and investors.
As the World Economic Forum convenes political and business leaders from around the world, Pride on the Promenade offered a visible counterpoint: corporate solidarity with LGBTQ+ communities at a moment when political rhetoric in some quarters seeks to marginalize them.
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