This article is from the source 'guardian' and was first published or seen on . It last changed over 40 days ago and won't be checked again for changes.
You can find the current article at its original source at http://www.theguardian.com/sustainable-business/2015/jul/01/gay-rights-supreme-court-business-victory
The article has changed 3 times. There is an RSS feed of changes available.
| Version 0 | Version 1 |
|---|---|
| Beyond tweets and logos: why the Supreme Court decision on gay rights was a business victory | Beyond tweets and logos: why the Supreme Court decision on gay rights was a business victory |
| (about 2 hours later) | |
| Social media was awash in rainbows following the Supreme Court’s historic ruling last week to legalize same-sex marriage across the US. Big name brands like Target, Kellogg’s and Ben & Jerry’s tweeted their support for the decision. Some companies, like AT&T, Coca-Cola and American Airlines, also created rainbow versions of their logos. | |
| As the flurry of digital support rumbled on, some companies, including Facebook, were called out by activists for being hypocritical. At the same time, consumers increasingly want to see companies take a stance on social issues, raising the question of how companies should be responding to the same-sex marriage decision. | As the flurry of digital support rumbled on, some companies, including Facebook, were called out by activists for being hypocritical. At the same time, consumers increasingly want to see companies take a stance on social issues, raising the question of how companies should be responding to the same-sex marriage decision. |
| In the past, if companies felt strongly one way or the other, they usually kept quiet so as not to alienate potential customers. But with support for gay marriage at an all-time high, brands can’t afford to remain silent on the issue following the ruling, said Veb Anand, executive director of strategy at the New York office of consultancy BrandUnion. | In the past, if companies felt strongly one way or the other, they usually kept quiet so as not to alienate potential customers. But with support for gay marriage at an all-time high, brands can’t afford to remain silent on the issue following the ruling, said Veb Anand, executive director of strategy at the New York office of consultancy BrandUnion. |
| “In this case, neutral is as bad as negative, particularly for highly visible consumer-facing companies,” he said. “After a point on Friday, if your company didn’t signal support for the ruling, you probably seemed a little out of step with the times and with your peers.” | “In this case, neutral is as bad as negative, particularly for highly visible consumer-facing companies,” he said. “After a point on Friday, if your company didn’t signal support for the ruling, you probably seemed a little out of step with the times and with your peers.” |
| Corporate America was one of the driving forces behind the new law. More than 370 companies and employee organizations – including Apple, Walmart and Coca-Cola – filed a friend-of-the court brief in March in the Obergefell v Hodges case, urging the Supreme Court to legalize gay marriage in all 50 states. | Corporate America was one of the driving forces behind the new law. More than 370 companies and employee organizations – including Apple, Walmart and Coca-Cola – filed a friend-of-the court brief in March in the Obergefell v Hodges case, urging the Supreme Court to legalize gay marriage in all 50 states. |
| “Our successes depend upon the welfare and morale of all employees, without distinction,” states the brief, which was filed by law firm Morgan Lewis. | “Our successes depend upon the welfare and morale of all employees, without distinction,” states the brief, which was filed by law firm Morgan Lewis. |
| Companies that changed their logo to a rainbow – the globally recognized symbol for LGBT rights – following last week’s ruling signaled a clear commitment to the cause. Anand said that needs to also be backed up by action. | Companies that changed their logo to a rainbow – the globally recognized symbol for LGBT rights – following last week’s ruling signaled a clear commitment to the cause. Anand said that needs to also be backed up by action. |
| “They’re exposing themselves to significant risk if they don’t have truly inclusive business practices and cultures,” he said. “Whether it’s with customers, employees or business partners, these organizations will need to consistently ‘walk the talk’ or potentially face the wrath of the press and backlash on social media.” | “They’re exposing themselves to significant risk if they don’t have truly inclusive business practices and cultures,” he said. “Whether it’s with customers, employees or business partners, these organizations will need to consistently ‘walk the talk’ or potentially face the wrath of the press and backlash on social media.” |
| Consumer-facing companies aiming to attract a diverse pool of job candidates and customers are most likely to be noticed if they didn’t signal a stance. | Consumer-facing companies aiming to attract a diverse pool of job candidates and customers are most likely to be noticed if they didn’t signal a stance. |
| “Modern leaders see that rights for the individual are necessary for success,” said Melanie McShane, strategy director at Wolff Olins, a creative consultancy. “You have to question a leader who would deliberately limit the diversity of the talent they can attract.” | “Modern leaders see that rights for the individual are necessary for success,” said Melanie McShane, strategy director at Wolff Olins, a creative consultancy. “You have to question a leader who would deliberately limit the diversity of the talent they can attract.” |
| However, some companies aren’t under as much pressure to express a view. Hundreds of big corporations, namely those in the engineering, chemical, infrastructure and energy fields, have little to no interaction with consumers, so keeping mum on social issues of the day generally goes unnoticed. This invisibility may, however, come at a price. | However, some companies aren’t under as much pressure to express a view. Hundreds of big corporations, namely those in the engineering, chemical, infrastructure and energy fields, have little to no interaction with consumers, so keeping mum on social issues of the day generally goes unnoticed. This invisibility may, however, come at a price. |
| “It will almost certainly impact their ability to attract young, bright, progressive talent who are increasingly looking to work for brands with a clear purpose and shared values,” Anand said. | |
| Marketing and hiring impacts aside, the historic ruling could also potentially ease companies’ administrative burdens and streamline bureaucratic procedures. | Marketing and hiring impacts aside, the historic ruling could also potentially ease companies’ administrative burdens and streamline bureaucratic procedures. |
| Prior to the ruling, companies had to navigate the disparate, fast-changing marital laws of different states and coordinate those with the federal rules, which placed a “huge burden” on HR and payroll staff, said R Scott Oswald, managing principal of The Employment Law Group, an employee rights law firm. | Prior to the ruling, companies had to navigate the disparate, fast-changing marital laws of different states and coordinate those with the federal rules, which placed a “huge burden” on HR and payroll staff, said R Scott Oswald, managing principal of The Employment Law Group, an employee rights law firm. |
| “The post-Obergefell world returns us to a far simpler place: marriage is marriage,” Oswald said. “Employers need track no distinctions – a benefit offered is enjoyed by all.” | “The post-Obergefell world returns us to a far simpler place: marriage is marriage,” Oswald said. “Employers need track no distinctions – a benefit offered is enjoyed by all.” |
| While companies’ colourful show of support on Friday was laudable, it will take more than rainbows to prove they are committed to equality, McShane said. | |
| “They need to remember, the world is watching,” she said. “In a digital world, you can’t go gay just for today.” | “They need to remember, the world is watching,” she said. “In a digital world, you can’t go gay just for today.” |