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Taken together, the experiences of Nordea, Target, and Disney highlight the risks and rewards of corporate advocacy for LGBTQ+ rights.

By May 2023, Disney puled the plug on an office complex that was scheduled for construction in Orlando at a cost of roughly $1 billion. In response, Disney, Florida's second-largest employer, sued DeSantis in April 2023, escalating the feud between the entertainment giant and the governor.

The dispute began after DeSantis passed a "don't say gay" law in March 2022, banning classroom teaching on sexual orientation and gender identity. The recent dispute between Disney and Florida Governor Ron DeSantis is another prime example. In fact, the controversy surrounding Target's Pride Collection is a microcosm of a larger cultural war that has been playing out across the country, instigated by right- and extreme-right-wing Republicans. In contrast, Target operates in the US, where LGBTQ+ rights are more contested, politicised, and more recently, under direct attack. Nordea operates in Nordic countries where LGBTQ+ rights are generally well-protected and respected by law and society. This stark contrast in reactions to Nordea's and Target's approaches to LGBTQ+ rights underscores the influence of different markets and cultures on the acceptance of corporate social responsibility initiatives, particularly on so-called “contested” or “polarizing” issues.