At work, it’s easy to assume we know someone—their name, role, social circle, preferences. But people are complex, layered with identities: a brilliant colleague, an expert in their field, a devoted friend, partner, parent, perhaps a triathlete, a person of faith, a binge-watcher, or a self-taught linguist.
And what if they’re also gay? So what? It’s just one word describing a facet of their emotional life, another label on the list. Yet all these identities coexist in the same person, each surfacing in different moments, public or private.
But why should any of this matter at work? Shouldn’t professionalism mean leaving personal lives “within four walls”? The problem lies in the nature of identity: it can’t be neatly compartmentalized. We exist in relation to others. What does it mean to be an exceptional colleague if there are no colleagues? A great parent if there’s no child? If private lives with partners must stay hidden—if we can’t speak freely when needed—even a layperson can grasp the professional and psychological toll this takes.
This issue impacts business on multiple levels. Employers want employees to feel safe, comfortable, and accepted—not just because it’s humane, but because it boosts productivity. Research by Out Now estimates U.S. businesses could save $9 billion annually by fully implementing LGBTQ+ inclusive policies. Studies from the Williams Institute (commissioned by IBM and Credit Suisse) reveal employees who hide their sexual orientation due to fear suffer higher stress, anxiety, and related health issues.
Where people can thrive as their authentic selves, companies grow more effectively. In such environments, employees are 30% more likely to stay and grow with the organization—the ultimate goal of any HR strategy.
Some regional companies are already leading change. Dalmacijavino in Split recently shook the Balkans with a Facebook post featuring a gay couple lounging on a beach under the hashtag #BoliMePipi (“Pipi Doesn’t Care”). Cockta followed with a lesbian couple’s portrayal. Erste Bank Croatia boldly supported Zagreb Pride, declaring, “We believe all people are equal.” Their parent company has long understood LGBTQ+ inclusion’s value for business. In Bosnia, a Headhunter study of 61 companies found only a handful—like DM, the British Council, and Represent Communications—actively safeguarding LGBTQ+ dignity in hiring and workplace culture.
Serbian brands, however, still hesitate to take decisive steps. The “four walls” concept is tempting when avoiding discomfort or controversy. But true prosperity—especially in crisis—requires expanding those walls. For now, they enclose homes, safe spaces with friends, and a few brave companies. It’s time to tear them down entirely, so everyone can contribute fully—to their own success, their company’s, and their country’s.
Pride parades matter, but what we truly need is a parade of success—for every person, in every facet of who they are.