Do Brands Win by Taking Stands on Social Issues?

As we scrolled through all those creative variations on the Human Rights Campaign‘s viral marriage equality avatar last week, we wondered: how often do brands benefit when taking specific stands on social issues? How often do such moves truly damage public perceptions? This isn’t a new debate, of course: last year everyone speculated about the effect that Chick-Fil-A’s official anti-gay status would have on its overall business. The answer in that case seems to have been “very little” — but what about other brands? Some choose to define themselves with bold stances, but most shy away.