In December 2013, the law allowing gay marriage was overturned in Australia – spurring outrage, as two thirds of people support same-sex unions. At Sydney's Mardi Gras, ANZ turned its cashpoints into glitzy GAYTMs, sending a bold statement: accept our cash, accept our values.

During the Sochi Olympics, big-name brands from Google to Channel 4 displayed their logos in rainbow colours to support LGBT rights. But why are brands being more open about their ethical and political stance, and do their customers really care?

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.