While it’s expected to have stars like Joaquin Phoenix, Brad Pitt, Angelina Jolie, Ellen DeGeneres and Steven Spielberg donating and supporting a controversial political and social cause, it’s unusual for big corporates to take a stand and publicly voice their opinion on such topics. Big businesses try to avoid doing so at any cost as not to alienate any of their customers.
Apple has joined Google in taking a public stand against Proposition 8 and donated $100,000 to fight Prop 8 which is up for voting on the 2008 California General Election ballot during the November 4 election.
"Apple was among the first California companies to offer equal rights and benefits to our employees’ same-sex partners, and we strongly believe that a person’s fundamental rights—including the right to marry—should not be affected by their sexual orientation," Apple said in a statement posted on its Web site.
The proposition, which is titled "Eliminates Right of Same-Sex Couples to Marry Act", seeks to end same-sex marriage in California with an amendment to the constitution to define marriage as between a man and a woman.
Corporate Gay Support II
Apple Donates $100,000 to Fight Prop 8
Trend Themes
1. Corporate Social Responsibility - Opportunities for companies to publicly support social and political issues while still maintaining brand loyalty and attracting a diverse consumer base.
2. Advocacy Marketing - Using public support for social issues as a key marketing strategy to appeal to consumers with similar values.
3. Inclusive Benefits - Providing equal benefits and rights to all employees, regardless of sexual orientation, can become a key aspect of company culture that can attract diverse talent.
Industry Implications
1. Technology - Companies in technology have an opportunity to lead the charge in supporting social issues, as they often appeal to a younger and more diverse consumer base.
2. Retail - Retail companies can appeal to a wide range of consumers by taking stands on social issues, while also showcasing their commitment to inclusivity in their hiring and benefits policies.
3. Entertainment - Companies in the entertainment industry can use advocacy marketing to align with social causes and attract a loyal fanbase.