As Pride month continues, Google is adding support for an LGBTQ+ owned attribute to Business Profiles that appear in Search and Maps. 

“Identifies as LGBTQ+ owned” will appear on store listings with an accompanying flag, and joins existing ones in Google products:

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.

This attribute — along with others for Black-ownedLatino-ownedveteran-owned and women-owned — are meant to “make it easier for customers to find and support [businesses] through Search and Maps.”

A verified Google Business Profile — previously “My Business” — is required and can be added by merchants starting today in the US. 

Meanwhile, other Google initiatives this month include: 

  • …we’re building on our commitment to the LGBTQ+ community with almost $1 million in support from Google and to Pride Live, an advocacy group dedicated to the fight for LGBTQ+ equality that is working to secure the lease to 51 Christopher Street to reunite the Stonewall Inn and build the Stonewall National Monument and Visitor Center.
  • For the first time, Googlers will be participating in Baltic Pride, organized by Lithuanian Gay League (a grantee) in Vilnius. We will showcase a Google Arts & Culture piece about Harvey Milk, who was an LGBTQ+ rights pioneer and of Lithuanian descent.
  • has also made a critical contribution to OutRight Action International’s Ukraine Emergency Fund. This program is delivering humanitarian support to LGBTQ+ refugees, providing aid to neighboring countries and helping those that have been internally displaced and impacted by conflict.

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Abner Li

Editor-in-chief. Interested in the minutiae of Google and Alphabet. Tips/talk: