https://blog.google/outreach-initiatives/small-business/addi...
You can also declare a business as "woman owned/led"
https://blog.google/outreach-initiatives/small-business/empo...
and "black owned"
https://www.theverge.com/2020/7/31/21348990/google-black-own...
That’s an easy question with an easy answer.
Because it can’t be assumed. Because there are people (who own businesses) who are not friendly to LGBTQ+ people. And people (such as LGBTQ people) may want to find or avoid certain places.
Is a good-faith interpretation of such a signal that it would be some sort of silly performative measure?
People who dismiss labels like "LGBTQ-friendly" as "performative moralism" (to use the term Paul Graham used multiple times in his article) have clearly never had their very existence threatened on a frequent basis simply because of who they are.