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What Marriage Equality can Teach us About Marketing



New York's first gay married couple

By now I’m sure that everyone has heard about the fact that same sex marriage has been legalized in New York and that thousands of couples across the state have now had the opportunity to join in holy, and most importantly, legal matrimony.  Regardless of what your opinion on the subject may be, there is no denying that this is a monumental occasion in US history.


So what does this have to do with marketing?  Well, lots actually.  First off, there have been a number of more liberal minded brands who have taken advantage of the marriage equality movement to directly sell more products.  One example is American Apparel which sold a line of t-shirts reading ‘legalize gay’.  AA already has the tendency to be pretty tenacious with their advertising and branding messages so it might not seem like a stretch for them to support marriage equality.  But being a popular brand, their support has certainly made a positive difference in spreading this message to those who might not have otherwise been informed.


Marketing Research has shown that consumers, especially those in the LGBT community,

defend equality

defending equality is a marketing strategy

are more supportive of brands that endorse issues that are important to them.  And while business and politics might not always overlap, it’s important to bear in mind that taking a public stand on a political issue can have a significant impact on your brand image.  It’s up to you as a marketer to determine exactly what that impact will be.


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