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 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?

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?