Big-name brands are coming out in large numbers to publically support LGBT (lesbian, gay, bisexual, and transgender) couples and Pride Month, according to PR Daily. From small sports franchises to global corporations, companies are taking a stand with the LGBT community.

Recently, during Pride Month, American Airlines defended its choice for a rainbow flag-version of its logo for a Twitter avatar and even Tweeted back at customers who expressed outrage. “We’re sorry for your disappointment” the account simply replied when a user criticized the icon choice. In a more visible manner, Chobani and banking giant Wells Fargo both recently aired commercials featuring lesbian couples.

While some customers might see this as progressive and a sign of the times, can it hurt a brand’s bottom line?

According to the article, evangelist Franklin Graham called for a Wells Fargo boycott after the ad and pulled the Billy Graham Evangelical Association accounts from the bank. They chose BB&T instead, which has publically supported gay-pride events in Miami.

Regardless of how companies are showing support, picking a side has actually helped more companies than it hurt. By choosing Ellen DeGeneres as its spokesperson, JCPenney saw a large sales boost, despite protests from anti-gay marriage groups.

Public displays of rejection might be grandiose, but the rewards of supporting such a cause outweigh the potential negatives, in most cases.

by: Kelsey Dean