A rainbow-friendly business is one where LGBTQIA+, takatāpui and MVPFAFF+ customers and staff feel safe, respected and served without awkwardness. You don’t need a big budget. Most of it comes down to your forms, your words, your team’s training, and what you do when something goes wrong.
This guide gives New Zealand businesses a practical checklist, from quick wins you can do this week to formal options like Rainbow Tick certification. Checked 9 November 2026.
Why it matters
- People choose where they feel safe. Rainbow customers often check for signs of welcome before they book a GP, a hairdresser, a builder or a venue.
- Word of mouth travels. Rainbow communities in Aotearoa are well connected, so one good or bad experience is shared quickly.
- It’s the law. The Human Rights Act 1993 makes it unlawful to discriminate on grounds including sex and sexual orientation when providing goods and services.
Quick wins (this week)
- Fix your forms. Only ask for gender if you need it. If you do, offer more than two options, or a free-text box. Ask for “name you’d like us to use”.
- Use the name and pronouns people give you. If you get it wrong, apologise briefly, correct it and move on.
- Use neutral greetings. “Kia ora, how can I help?” works better than “Hi ladies” or “sir”.
- Toilets. If you have single-stall toilets, label them for everyone.
- Say it on your website. A short line such as “Everyone is welcome here, including takatāpui and rainbow customers” tells people what to expect.
Build it into how you work (this quarter)
- Train your team. InsideOUT Kōaro provides rainbow competency training and consultation for workplaces.
- Write it into your policies: anti-discrimination, a dress code that doesn’t depend on gender, support for staff who transition at work, and parental leave that covers every kind of family.
- Have a clear complaints process, and act on homophobic or transphobic behaviour from staff or customers.
- Check your images and marketing. Do the people in them reflect your actual customers?
- Support beyond February. Pride month is visible, but customers notice whether support lasts all year. See our NZ Pride festivals calendar to plan.
Going further: certification
For larger employers, the Rainbow Tick (now run by Toitū Takatāpui) reviews your policies and surveys your staff, with an annual fee based on size. It is optional; plenty of small businesses are welcoming without it.
Checklist
| Area | Good sign | Effort |
|---|---|---|
| Forms | Gender optional or open; preferred name field | Low |
| Language | Neutral greetings; correct names and pronouns | Low |
| Facilities | All-gender single-stall toilets | Low |
| Website | A clear welcome statement | Low |
| Training | Team has done rainbow competency training | Medium |
| Policies | Anti-discrimination, transition support, inclusive leave | Medium |
| Complaints | Clear process; issues acted on | Medium |
| Certification | Rainbow Tick | High |
Get found by rainbow customers
The Rainbow Directory lists New Zealand businesses that welcome rainbow customers, so people can find you when they search for a counsellor, a doctor, a tradie or a venue. Every listing is a real New Zealand business, checked against our editorial policy before it goes live. List your business free.
Frequently asked questions
Do I have to be rainbow-owned to be listed?
No. The directory includes rainbow-owned and rainbow-friendly businesses.
Is putting up a Pride flag enough?
A flag is a good signal, but it only helps if the experience matches. Start with the quick wins above.
What does “MVPFAFF+” mean?
It is an umbrella term for Pacific peoples with diverse genders and sexualities. See our rainbow glossary and what takatāpui means.
Sources
Checked 9 November 2026. General information, not legal advice.
