To paraphrase Mark Stanley, corporations only have three rules: get the money, get the money, and get the money.
Don’t think they do things like supporting Pride because they care; it’s only a sign that they want to appeal to the broadest audience possible. But, in that same vein, when they’re supporting a topic is a good sign of is the majority of society’s feelings on the subject.
Polls can be gerrymandered to hell and back, talking heads on the news can make all kinds of claims. But since corporations chase money above all, they spend a lot of money getting very accurate ideas of what our society likes/dislikes.
Think about it. 50, hell even 30 years ago, no corporation worth their salt would have claimed to be in favor of Pride, because it would have been suicidal for the business. Society’s majority take on LGBTQ+ back then ranged from hate and disgust to ‘eww, fine, but not in public!’
Now, corporations fly the Pride flag all over the place. It definitely shows that society is much more supportive of LGBTQ+ and minorities.