According to research, when it comes to LGBT rights, "being a little bit more legally inclusive was worth roughly $2,000 in GDP per capita," said economics professor Lee Badgett.
As conservative politicians target LGBTQ rights, more families worry they'll have to move.
Other brands are watching how the company deals with becoming part of the debate on transgender rights, says E.J. Schultz of Ad Age.
More than 220 companies have signed a letter denouncing laws like Texas' anti-trans law and Florida's "Don't Say Gay" legislation.
It was a relatively narrow decision in favor of Catholic Social Services, but some say it indicates a shift at the Supreme Court.
The corporate response so far has been muted.
Last summer, the Supreme Court ruled it's illegal under federal law to fire someone for being lesbian, gay, bisexual or trans.
Despite a 2020 Supreme Court ruling, many trans people continue to face discrimination and mistreatment at work.
They'll be protected under the Fair Housing Act.
The president is strengthening workplace protections and rolling back the military ban on transgender service.