Many LGBTQ+-owned businesses do not feel acknowledged in the 2025 New Jersey
Gubernatorial Election despite their economic contributions and recent legislative wins
in the state.
New Jersey made history when it codified S1313 to recognize LGBTQ+-owned
businesses — yet sixteen months later, many of those same entrepreneurs are asking a
simple question: Where are the candidates who will treat our businesses like the
economic force they are?
Here’s an explainer:
What is happening
- The law S1313 (now codified) recognizes LGBTQ+ owned businesses in New
Jersey and was signed by Phil Murphy, acknowledging the certification program
for LGBTQ+-owned businesses. - Organizations such as Garden State Equality have held roundtables with
gubernatorial candidates on LGBTQ+ issues. - Media coverage of the governor’s race notes LGBTQ+ rights among issues —
but the conversation tends to focus broadly, not always specifically on LGBTQ+-
owned businesses.
What the issue is
- Even with the certification program in place, many LGBTQ+ business owners feel
that political campaigns — especially from the Democratic Party — have not
explicitly engaged them or demonstrated understanding of their unique concerns. - Being “lumped in” with broader LGBTQ+ issues (such as rights and
representation) can mean that the business dimension of the community —
ownership, economic growth, procurement access — is overlooked. - Without meaningful outreach or recognition from candidates, these business
owners feel left in limbo: they are voters, contributors to the economy, and
stakeholders — yet feel they aren’t fully seen or valued in the electoral discourse. - There’s a perception that while LGBTQ+ issues are being acknowledged in broad
policy terms, when it comes to LGBTQ+ owned businesses, the message is
weaker or absent.
Why it matters
- These businesses represent an important constituency: certification shows
commitment and signals economic stake and growth potential in the state. - If these business owners feel ignored, that can translate into disengagement,
lower turnout, or shifting loyalty — which in a close election could matter. - From a strategy point of view, campaigns that actively engage this community
can gain trust, create stronger coalitions, and highlight concrete commitments
(such as contracting opportunities, certification processes, growth funds).
The ask
The LGBTQ+ business community is looking to have real conversations with all
candidates involving the following:
Procurement pledge: A candidate will commit to a plan that uses S1313 certification to
increase state contracting set-asides or targeted outreach to certified LGBTQ+ firms.
Small business roundtable series: Commit to convening a sustained statewide
listening tour (not a one-off forum) focused on procurement, grants, and navigating
certification — hosted jointly with Evolvere and at least two other diverse chambers.
A measurable timeline: Publish a 12-month action plan showing how certified
LGBTQ+ businesses will access state procurement opportunities (including contact
person, timeline, and reporting metrics).
We are entrepreneurs, employers, and taxpayers — we are not a convenience
constituency. If candidates want our votes, they must show how they will turn law into
opportunity. If they don’t, many of us will be left weighing our options — including sitting
out or supporting candidates who commit to business empowerment, not just photo-ops.
Gus Penaranda is the founder and CEO of Evolvere Consulting, an organization that
aids and assists LGBTQ+ businesses and hopes to help 5,000 LGBTQ+ businesses in
New Jersey certify by 2030.
