work with Pride

What work with Pride does

work with Pride is a Japanese non-profit initiative, established in 2012, that promotes LGBTQ+ workplace inclusion through benchmarking, certification, conferences, and educational content. Its core product is the PRIDE Index (PRIDE指標), an annual evaluation index that scores participating companies across five areas — Pride (policy), Education, Diversity, Engagement, and Health — and publishes a year-end ranking. A companion product, the Rainbow Certification (レインボー認定), launched in 2021, certifies companies meeting baseline LGBTQ+ inclusion standards. The organization also runs an annual November conference (with hybrid online/in-person format since 2020), an executive ally network (Pride1000, launched November 2023), and supporting content resources including an Ally Guidebook, case studies, interviews, and a QA guide.

The initiative is organized as an Execution Committee (実行委員会) of participating companies that co-fund and co-govern the program; the 2026 Execution Committee comprises 16 named major Japanese corporations spanning telecom, rail, finance, construction, pharma, media, and chemicals — including NTT Group, Panasonic, KDDI, JR East, Dentsu, Bloomberg, Dai-ichi Life Group, and Mitsui Chemicals. Revenue is generated through corporate participation fees (described as a subscription/recurring model) from member companies, though specific pricing is not publicly disclosed. Work with Pride holds no disclosed external funding, parent company, or venture capital backing, and does not publish financial statements.

Distribution is event-driven: annual conferences, structured July–August PRIDE Index application windows with online briefings, PR Times press releases, and a YouTube content channel. Strategic partnerships with Keizai Doyukai (Japan Association of Corporate Executives), Keizai Shinshiroku / Keidanren (Japan Business Federation), and Shin Keizai Rengo (New Japan Business Federation) — formalized in November 2023 alongside Pride1000 — provide institutional endorsement and access to federated corporate networks across Japan. The organization operates exclusively in Japan and does not disclose headcount.

Name

work with Pride

Legal name

work with Pride

Website

https://workwithpride.jp

Company type

Private

Founded year

2012

Operating status

Operating

Short description

work with Pride is a Japanese non-profit initiative, founded in 2012, that benchmarks and certifies corporate LGBTQ+ workplace inclusion through the PRIDE Index, Rainbow Certification, annual conferences, and the Pride1000 executive ally network, serving large Japanese enterprises organized as an Execution Committee.

Ownership category

akta.pro rank

Product category

DE&I Certification and Benchmarking Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Business Associations (81391)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

LGBTQ+ Rights & Advocacy Organizations (BPAGAFAE)

akta.pro secondary industries

Workforce Development & Inclusive Employment (Job Training, Placement) (BPAGALAB), Workplace Culture, DEI & Psychological Safety (EDAAAKAJ), Cross-Cultural Competence & Inclusion (EDABAMAJ)

Keywords

• LGBTQ workplace inclusion
• DE&I benchmarking certification
• Corporate diversity evaluation
• PRIDE index certification
• Executive ally network

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Corporate Participation Fees: Revenue is generated through corporate participation fees from companies joining the work with Pride Execution Committee and participating in the PRIDE Index evaluation and Rainbow Certification programs.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

work with Pride operates an LGBTQ+ workplace inclusion certification and benchmarking ecosystem anchored by the PRIDE Index, an annual evaluation index measuring corporate LGBTQ+ initiatives across five areas, and the Rainbow Certification, which recognizes companies meeting baseline inclusion standards. The organization supplements these with annual conferences, the Pride1000 executive ally network, and educational content resources for HR and diversity professionals in Japanese corporations.

Product overview

work with Pride is a Japanese DE&I organization operating a comprehensive LGBTQ+ workplace inclusion certification ecosystem. The core offerings include the PRIDE指標 (PRIDE Index), an annual evaluation index with five assessment areas, and the レインボー認定 (Rainbow Certification), a companion certification program. These certification products are supported by annual カンファレンス (Conference) events that bring together HR professionals, executives, and LGBTQ+ employees. The portfolio also includes Pride1000, an executive ally network launched in 2023 targeting 1,000 members with backing from major Japanese business organizations. Content resources include the LGBTQ+アライガイドブック (Ally Guidebook), 取り組み事例紹介 (Case Studies), 対談・座談会・インタビュー (Interviews), 取り組みQAガイド (QA Guide), and PRIDE指標レポート (Reports). The work with Pride 実行委員会 (executive committee) consists of major Japanese corporations that participate in and oversee these initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• PRIDE指標 (PRIDE Index): An evaluation index and certification system for corporate LGBTQ+ workplace initiatives in Japan.
• レインボー認定 (Rainbow Certification)
• Pride1000

Products and services

• PRIDE Index (PRIDE指標) An annual evaluation index that measures and certifies corporate policies and practices regarding LGBTQ+ workplace inclusion across five areas: Pride, Education, Diversity, Engagement, and Health. Used by Japanese corporations to benchmark and demonstrate their DE&I initiatives.
• Rainbow Certification (レインボー認定) A certification program recognizing companies that meet basic standards for LGBTQ+ workplace inclusion, offered as a companion to the PRIDE Index. Granted to Japanese corporations that meet baseline inclusion criteria.
• work with Pride Conference (カンファレンス)

Named customers15 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Keizai Doyukai (Japan Association of Corporate Executives)coreStrategic or Co-development Partner · 8 November 2023Major business association providing support for Pride1000 executive network initiative launched in November 2023. Represents major Japanese corporate executives committed to DE&I advancement.
• Keizai Shinshiroku (Japan Business Federation)coreStrategic or Co-development Partner · 8 November 2023Major business federation co-sponsoring Pride1000 executive ally network to promote LGBTQ+ workplace inclusion among member corporations.
• Shin Keizai Rengo (New Japan Business Federation)coreStrategic or Co-development Partner · 8 November 2023New Japan Business Federation supporting Pride1000 initiative to advance LGBTQ+ inclusion in Japanese corporate sector.
• PR TimesminorGTM or Marketing PartnerJapanese press release distribution platform used for announcements about conferences, application openings, and certification results.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Regional players

• Pride at Work Canada: Canadian nonprofit advancing LGBTQ+ inclusion in workplaces through employer partnerships and a national conference, serving a different geography but operating an analogous nonprofit certification/community model.

Broad incumbents

• PFLAG: Long-established U.S. LGBTQ+ advocacy organization with corporate and community programming, comparable as a broad LGBTQ+ nonprofit stakeholder but operating across many issue areas beyond workplace inclusion.
• ILGA World: International LGBTQ+ federation coordinating advocacy and policy across regions, thematically related as a global LGBTQ+ umbrella but operating at a policy/international level rather than corporate benchmarking.
• GLAAD: Major U.S. LGBTQ+ media advocacy organization that engages corporates on inclusion standards and campaigns, overlapping in mission on corporate LGBTQ+ visibility though broader in scope than workplace benchmarking.

Direct peers

• Stonewall: UK LGBTQ+ charity that runs the Diversity Champions program, a workplace membership and benchmarking scheme with annual conferences — the closest European analog to work with Pride's structure.
• Human Rights Campaign (Corporate Equality Index): HRC operates the Corporate Equality Index, the most recognized LGBTQ+ workplace benchmarking and certification program in the U.S., directly comparable to work with Pride's PRIDE Index and Rainbow Certification model.
• Open for Business: A coalition of major global companies producing research-driven reports on the economic case for LGBTQ+ inclusion, comparable in mission and corporate-network approach.
• OutLeadership: Global LGBTQ+ business advisory platform working with Fortune 500 companies on workplace inclusion strategy and benchmarking — comparable executive-level engagement and corporate client base.
• Workplace Pride: A Netherlands-based foundation that benchmarks LGBTQ+ inclusion in workplaces and offers a similar membership-based certification and annual conference program for European corporates.
• Out & Equal: U.S.-based LGBTQ+ workplace equality nonprofit hosting the annual Workplace Summit conference and employer programming — parallel in target audience (corporate HR/D&I leaders) and event-driven GTM motion.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/workwithPride
• Facebookfacebook.com/workwithprideinjapan

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about work with Pride