As the World's Attention Turns to Brazil, Companies in Brazil Have an Historic Opportunity to Demonstrate LGBT Inclusion
I love visiting Brazil - Brazilians have an infectious enthusiasm for their country, and they wear their pride on their sleeves.
Furthermore, it is clear that Brazil is at a tipping point for acceptance of LGBT people - Pew Research shows 60% of Brazilians say LGBT people should be accepted by society. Sao Paulo Pride is one of the largest in the world - attracting 3 million people every year. Same-sex marriage has been legal in Brazil since 2013, and same-sex unions had been recognized since 2004.
Even by conservative estimates, 13 million Brazilians identify as LGBT - that's US$120 billion in spending power. And LGBT tourists spend billions of dollars in Brazil every year - including US$115 million in Rio during Carnival alone. Some Brazilian states have outlawed discrimination based on sexual orientation, although there is no federal non-discrimination law.
"Out in the World," a study of 10 countries by the Center for Talent Innovation and sponsored by Out Leadership and a number of major multinational corporations, including several Out Leadership members, was released last month and found that 34% of LGBT Brazilians have experienced workplace discrimination in the last five years - noticeably lower than the rates of discrimination reported in countries like the U.S. (42%), South Africa (48%), and China (52%).
Nevertheless, "Out in the World" found that 61% of LGBT employees in Brazil are still in the closet at work, and that 49% of out employees in Brazil downplay, or cover, their LGBT identity at work - meaning that Brazil lags behind peer countries like the U.S. and the United Kingdom where the legal environments for LGBT people are generally favorable. The study also showed that companies can harness productivity and innovation gains by creating work environments where employees do not feel the need to "cover their identities."
The research shows that there's a clear opportunity for forward-thinking companies operating in Brazil to position themselves as allies of the LGBT community - an investment that will pay off handsomely.
Companies that visibly stand for LGBT equality have a major market opportunity. "Out in the World" found that 71% percent of LGBT people and 82% of allies say they are more likely to purchase from a company that supports LGBT equality.
The business opportunity is significant - but if that's not sufficient incentive, consider the enormous economic costs of discrimination, which can be particularly harmful in large, emerging countries like Brazil. In a World Bank study, India was estimated to up to US$30.8 billion a year, or 1.7 % of the GDP, due to official homophobia.
In a country the size of Brazil, the cost of homophobia could be in the billions.
And while there's been a lot of progress, homophobia is still pervasive in Brazil. Powerful conservative religious legislators don't strike a respectful tone when it comes to LGBT equality.
Chamber of Deputies President Eduardo Cunha, who has the power to determine what bills come up for votes, tweeted about his "revulsion" following the first gay kiss on Brazilian TV, and has said "we are under attack by gays."
In many countries, including the United States, business has led government when it comes to LGBT inclusion, even while government officials disrespect LGBT people.
Just in the last month, in anticipation of their sponsorship of the 2020 Olympics, Panasonic announced that they are changing their company rules to recognize same-sex marriages and ban discrimination. Nike terminated its relationship with Manny Pacquiao, the six-weight world boxing champion, after he made disparaging remarks about LGBT people. And Adidas became the first major sportswear company to guarantee it won't terminate any endorsements with athletes who come out as LGBT.
This July, more than half a million people will travel to Brazil for the Olympics in Rio de Janeiro. It will be a great opportunity to showcase Brazil's abundant pride. And it will be an important opportunity for Brazil's business community to demonstrate that they are open for everyone's business.
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