During Pride 2014 in San Francisco, customers eating at a Burger King were served up a special rainbow-wrapped ‘Proud Whopper’. Customers expected it to be diferent from the original Whopper, but once unwrapped, the message “We are all the same inside” was revealed.

Alfa Romeo's sales in Japan have doubled after the brand began specifically targeting the LGBT market. It's sponsoring gay film festivals and pride events, where it hands out red Alfa Romeo condoms - a sign of growing acceptance.

In a connected world, people are watching more closely what they say and who they align with. As issues of representation and diversity come to the fore, how is the new political correctness changing the way organisations communicate?

Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?