Dive Brief:
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Social media lit up Friday after the Supreme Court released its 5-4 decision Friday that effectively made same-sex marriage legal in all 50 states, and several brands joined the celebration.
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Companies from Target to J.C.Penney released specially designed logos and took to Twitter, Instagram, and Facebook to show their pride. Macy's released a photo of same-sex wedding invitations, and Procter & Gamble released a photo with the caption “Labels are for products. Not people.”
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Re/code also noted that several tech companies joined President Obama at the White House in anticipation of the ruling, and found creative ways to express support.
Dive Insight:
Retailers and brands joined in the celebratory mood of the country in Friday, with campaigns hailing the Supreme Court decision on same-sex marriage that in most cases had been clearly prepared in advance.
There were plenty of corners of the country where the decision wasn’t treated as great news — and in Texas the attorney general went so far as to say that country clerks didn’t necessarily have to comply with it.
But the outpouring of support from mainstream retailers and brands is a good indication that many large businesses are by and large ready to show their support for marriage equality. Apple CEO Tim Cook, who last year released an open letter publicly acknowledging his sexual orientation for the first time, Tweeted, “Today marks a victory for equality, perseverance and love.”
This shift also shows how much consumers' attitudes have changed. Just three years ago, for example, J.C. Penney was boycotted by anti-LGBT rights organizations for featuring a gay couple in its catalogs. As retailers look to attract young shoppers, the majority of whom support gay marriage, these ads will help position them as progressive and cool.
Here's to having, holding and marrying who you love. #takepride #SCOTUSMarriage pic.twitter.com/8NLGee0Rl0
— Target (@Target) June 26, 2015
From this day forward… #loveislove pic.twitter.com/TrSHAl8mat
— Macy's (@Macys) June 26, 2015
