I think one of the few cases in recent years where a company truly made strides as opposed to 'just slap a rainbow on it and make us some $$$' was Target. Because they took a holistic approach to inclusivity. You can find cards at a Target specifically for gay or lesbian relationships, not just 'eh, put some neutral cards out; those will work' type stuff. They acknowledged 'A wife may want a card for her wife' or 'People may want to wish both grooms congratulations' and saw it through.
I think, for a lot of people, that's the sort of thing they want to see. Sure, it's fun to have rainbow mouse ears if you go to Disney, but if that's all they have to offer, it sort of stings too to know that it wasn't worth the effort of putting any more thought into it than 'rainbow stuff = $$$'