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The Keyword

Taking pride in our businesses

An inclusive Pride rainbow flag sits against a backdrop of multiple colors and sparkles.

Owner Sarah Brown (she/they) outside of their coffee shop, Lussi Brown

A person in a black shirt and shorts sits at a wooden table outside a coffee shop with a rainbow Pride flag hanging in the window
A screenshot of Lussi Brown Coffee Bar on Google Maps, showcasing the business identifies as LGBTQ+ owned and women-owned, is on critic’s lists, and has outdoor seating

This builds on our previous work with the globally available LGBTQ+ friendly and transgender safespace attributes, and offers a more objective attribute that only businesses can add to their profiles.

The LGBTQ+ community represents nearly 8% of the total adult American population, with 20% of Gen Z identifying as a member of the community. As the number of LGBTQ+ individuals increase, so does our presence and prominence in our communities. In fact, there are 1.4 million LGBTQ-run companies in the U.S. Over the past decade, Google has partnered with the National LGBT Chamber of Commerce (NGLCC) and 30 local affiliate chambers to support and grow LGBTQ+ owned businesses and organizations. NGLCC certified businesses generate over $1.7 trillion in economic impact and help create jobs nationwide. To date, Grow with Google’s partnership with the NGLCC has helped thousands of LGBTQ+ owned businesses grow their digital skills and thrive online.

An attendee of an event co-hosted by NGLCC and Google, sitting in a yellow chair looking forward

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