Corporations Paint Their Brands Red For LGBT Rights

Expedia's competitor, Orbitz has taken the love even further, creating Orbitz Gay Travel, an LGBT-friendly brand with a "perfect score on the Human Rights Campaign's Corporate Equality Index and the GLAAD Advertising Award for LGBT-inclusive advertising," according to the company's Facebook page.

Joughlin said that many of these companies have been supporters of marriage equality long before their red logo was posted to the Internet.

He continued, "This is not something new that these companies are jumping onto as a part of the bandwagon. Most of these are companies and groups have been long-time supporters."

According to the Harvard Business Review, this type of advertising is a profitable business strategy for these companies. It boosts employee recruitment and retention and meets marketplace demands.

Lloyd Blankfein, CEO of Goldman Sachs, said "America's corporations learned long ago that equality is just good business and it's the right thing to do" when he announced his support for marriage equality in a Human Rights Campaign public service announcement earlier this year.

But support for the cause does alienate some people as well. Last year, a boycott was launched by the National Organization for Marriage when Starbucks announced its support for Washington's state's referendum backing gay marriage.

And recently a shareholder of the coffee giant complained to CEO Howard Schultz that the company had lost customers because of its support for gay marriage.

Schultz countered that argument responding, "Not every decision is an economic decision. Despite the fact that you recite statistics that are narrow in time, we did provide a 38 percent shareholder return over the last year.

"I don't know how many things you invest in, but I would suspect not many things, companies, products, investments have returned 38 percent over the last 12 months. Having said that, it is not an economic decision to me. The lens in which we are making that decision is through the lens of our people. We employ over 200,000 people in this company, and we want to embrace diversity. Of all kinds."

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