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# Corporate Gay Support II
Apple Donates $100,000 to Fight Prop 8

By Ayman | Published 2008-10-31 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/apple-fights-prop-8
References: [current](http://current.com/items/89446783_apple_donates_100_000_to_no_on_prop_8?xid=216)

While it’s expected to have stars like Joaquin Phoenix, Brad Pitt, Angelina Jolie, Ellen DeGeneres and Steven Spielberg donating and supporting a controversial political and social cause, it’s unusual for big corporates to take a stand and publicly voice their opinion on such topics. Big businesses try to avoid doing so at any cost as not to alienate any of their customers.

[Apple](https://www.trendhunter.com/trends/apple-2025-pride-collection) has joined [Google](https://www.trendhunter.com/trends/parental-leave) in taking a public stand against Proposition 8 and donated $100,000 to fight Prop 8 which is up for voting on the 2008 California General Election ballot during the November 4 election.

“Apple was among the first California companies to offer equal rights and benefits to our employees’ same-sex partners, and we strongly believe that a person’s fundamental rights—including the right to marry—should not be affected by their sexual orientation,” Apple said in a statement posted on its Web site.

The proposition, which is titled “Eliminates Right of Same-Sex Couples to Marry Act”, seeks to end same-sex marriage in California with an amendment to the constitution to define marriage as between a man and a woman.

## Trend Insights (Trend Hunter)

- Score: 1.0/10
- Popularity: 5% | Activity: 16% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America, Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Romance](https://www.trendhunter.com/romance)

## Key Themes

### Key Themes Behind This Trend

- **Corporate Social Responsibility:** Opportunities for companies to publicly support social and political issues while still maintaining brand loyalty and attracting a diverse consumer base.
- **Advocacy Marketing:** Using public support for social issues as a key marketing strategy to appeal to consumers with similar values.
- **Inclusive Benefits:** Providing equal benefits and rights to all employees, regardless of sexual orientation, can become a key aspect of company culture that can attract diverse talent.

### Where This Applies

- **Technology:** Companies in technology have an opportunity to lead the charge in supporting social issues, as they often appeal to a younger and more diverse consumer base.
- **Retail:** Retail companies can appeal to a wide range of consumers by taking stands on social issues, while also showcasing their commitment to inclusivity in their hiring and benefits policies.
- **Entertainment:** Companies in the entertainment industry can use advocacy marketing to align with social causes and attract a loyal fanbase.

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