Several weeks ago, before the Walt Disney Company became entangled in a battle over anti-L.G.B.T.Q. legislation in Florida, long-time theme park executives worried there could be.
More than 150 companies, including Marriott and American Airlines, signed a Human Rights Campaign letter opposing the legislation that restricts classroom instruction on sexual orientation and gender identity. Disney, with 80,000 theme park workers in Florida and a long history of supporting the L.G.B.T.Q. community, was not among them. Disney's name should be on the list, according to leaders at the Disney Parks, Experiences and Products division.
Three people briefed on the matter, who spoke on the condition of anonymity to comply with company strictures about speaking to reporters, said that they were rejected. Disney's legislative affairs executives and corporate affairs chief were hired in order to avoid publicly weighing in on state political battles. Disney lobbyists in Florida had been trying to change the legislation.
Staying quiet backfired, resulting in a cascade of events that has amounted to one of the biggest squalls for Disney in decades. A socially conscious generation of workers are demanding that their employers speak out on contentious social and political issues.
On March 9, the day of Disney's annual shareholder meeting, Mr. Chapek publicly repudiated the Florida legislation. On March 10, the governor mocked the company as "Woke Disney", and on March 11 he apologized to Disney.
Disney employees started organizing protests with a website last week. The same-sex kiss that had been cut from Pixar's upcoming film had been restored. During the N.C.A.A. women's basketball tournament, the commentators at Disney-owned ESPN protested the legislation with on-air silence.
Disney, a company that cultivates perfection as part of its brand, is in the third week of a mess.
The WhereIsChapek employee protests ended on Tuesday. They succeeded in commanding the attention of the news media. CNBC broadcasted live from the front gates of Disney's corporate headquarters in Burbank, Calif.
The #DisneySayGay was prominent midmorning, where some Disney artists posted support. A group of Disney employees walked in a circle around the studio. The Disney employees gathered in protest at the picnic area, but they were outnumbered by members of the news media.
The company said in a statement that they respected their colleagues' right to express their views and pledged their continued support of the L.G.B.T.Q.+ community.
Most Disney employees are still working at home, so it's not possible to gauge the final level of participation. Some employees left a message on the internal messaging systems to express their solidarity.
The creators of the WhereIsChapek site said they were members of Disney's L.G.B.T.Q. The New York Times verified that the organizers were Disney employees.
Disney held a virtual town hall on Monday that was dedicated to L.G.B.T.Q. issues. A town hall had been planned for Tuesday, but on a different diversity, equity and inclusion topic. A panel discussion with eight Disney employees who spoke about their own experiences with L.G.B.T.Q. and the company's initial silence on the bill was a part of the session. Nadine Smith is the executive director of Equality Florida.
Several people who attended the meeting said that Mr. Chapek spoke on camera.
He said that he understood where they had made mistakes and the pain they caused. The leadership team and I are determined to use this moment as a catalyst for change.
Disney announced that a management retreat planned for next week in Florida had been postponed. He and senior executives would use that time to go on a listening tour at Disney.
Disney created a task force to come up with an action plan to be a more positive force for the L.G.B.T.Q. community. Disney signed on to the Human Rights Campaign's condemnation of anti-transgender government actions in Texas.
Disney's history helps to understand the furor over its handling of the legislation in Florida.
Disney was one of the first corporations to offer health coverage to the live-in partners of gay and lesbian employees. The Southern Baptists boycotted Disney World because of the tolerance of an unofficial gay day. Disney stood firm. Church members ended their boycott in 2005.
Disney gave money to politicians in Florida who supported the legislation, raising alarm among long-time L.G.B.T.Q. employees.
There is resentment inside Disney over L.G.B.T.Q. representation. It didn't start with Mr. Chapek's tenure. Disney has tried to keep the characters and relationships to a minimum. It was decided that Pixar could have a lesbian couple at its center. A G-rated kiss was a step too far.
The Disney employees' isolation during the Pandemic added to the situation.
The reporting was contributed by Remy Tumin.
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