“I think it’s amusing that “detestable” big businesses are turning liberal causes into marketing schemes. “
You have it backwards. As noted by others, this is bad marketing, they are now marketing for something that is doesnt exist in 43 states, they gain a tiny market maybe but put off many others ... but its effective in moving our culture, normalizing the previously unthinkable.
This is hijacking marketing for liberal causes.
Having worked in marketing/PR for a number of years it always comes down to the profit motive. These companies would not be getting on this line of marketing unless they thought they could make a buck off it. What they’re adopting is whatever they think the popular culture is tuned into. Like selling tie-dyed clothing during the hippie movement.
Once they find out they can’t make any moeny off what they’re doing, you’ll hear no more about it.