Marriage is almost as old as dirt, and it was defined in the garden between Adam and Eve. One man, one woman for life till death do you part. So I would never attempt to try to redefine marriage. And I don't think anyone else should either. So do I support the idea of gay marriage? No, I don't.
Every successful organization has to make the transition from a world defined primarily by repetition to one primarily defined by change. This is the biggest transformation in the structure of how humans work together since the Agricultural Revolution.
The human brain works as a binary computer and can only analyze the exact information-based zeros and ones (or black and white). Our heart is more like a chemical computer that uses fuzzy logic to analyze information that can't be easily defined in zeros and ones.
You cannot hear the name Martin Luther King, Jr., and not think of death. You might hear the words 'I have a dream,' but they will doubtlessly only serve to underscore an image of a simple motel balcony, a large man made small, a pool of blood. For as famous as he may have been in life, it is - and was - death that ultimately defined him.
If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.