Public Corporate Engagement on Socially Sensitive Iusses

Purpose: This article examines exemplary ways of corporate involvement in supporting public commitment to the LGBT+ community, particularly in Poland, where such involvement is relatively new and still socially sensitive. It aims to show the possibilities of combining corporate involvement with business orientation. Design/methodology/approach: The study uses content analysis of articles published in the national business press, focusing on communications published during Pride Month 2022 and 2023. Findings: The study allowed the identification of different forms of public engagement with the LGBT+ community. These initiatives ranged from marketing campaigns and financial support to educational activities aimed at diversity and inclusivity. Practical implications: The findings highlight the importance of corporate engagement in promoting and protecting the rights of LGBT+ people as a social group at risk of social exclusion. Businesses can play a crucial role in advocating for social change and fostering an inclusive environment. However, companies need to be prepared for potential backlash in socially polarised contexts such as in Poland. Originality/value: This article contributes to the understanding of corporate engagement on socially sensitive issues. It provides an overview of corporate initiatives and their impact, offering valuable insights for companies and researchers on linking social and business goals using corporate social engagement.