Elane Photography, a wedding photography business in New Mexico, brought the case to the Supreme Court after a lower court ruled that the company was violating the New Mexico Human Rights Act by refusing to photograph a lesbian couple's wedding.
This isn't the first time a company has tried to discriminate based on sexual orientation to little avail.
Mozilla CEO Brendan Eich resigned this week following a controversy on the Web about his donation to the Proposition 8 campaign.
More and more businesses are coming out in support of the LGBT community. Honey Maid, most recently, produced a new campaign with an ad that featured a two-dad family.
Honey Maid responded to criticism with another pro-LGBT video.
As society shifts on the issue of equality, companies seem to be spotting an new in, if you will. A chance to brand themselves in a whole new way.
This is brilliant, from a marketing standpoint. After all, the 'pink dollar' market can still be tapped.
LGBT equality is an issue that is ever-present in the media and on the Web these days, which isn't a bad thing. These are fights that still need to be fought and if big businesses want to sign on, the more the merrier.
But people might be cheering just a little too loudly for companies that 'come out' as allies, forgetting that at the end of it, it comes down to those dollars. It's not necessarily a good thing or a bad thing, it's just the nature and necessity of sales. Of course, voting with your dollar is practical in some sense. Almost as practical as equality, though. Rather than "hurrah," the phrase should be "it's about time."
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