A decade ago, smart companies avoided taking a position on social issues, and it was no mystery why. Topics like immigration, race relations or LGBTQ rights were divisive, splitting Democrats and Republicans from one end of the nation to the other. Few companies were willing to risk alienating half their customers.
Today, that fear is all but gone, with companies routinely taking positions on even the most controversial issues. We don’t have to look far for examples or for lessons learned.