Rainbow Connection: Should Your Brand Jump for Social Change?

Should your brand respond to every hot topic trending across the landscape? Or, more succinctly, should you have turned your logo into a rainbow?

Marketers have undoubtedly been working overtime lately to keep their brands on the pulse of social change. Sweeping legislative changes, triumphant social justice causes and tweeted celebrity swagger have all swelled together into a heady mixture of trends and opportunities for companies. But should your brand respond to every hot topic trending across the landscape?