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.

According to the world of online dating, coming across as an arse to some can make others love you more. If having haters makes those who like you like you all the more, does the same psychology apply to our relationships with brands? And does it actually pay for a brand to rub part of its audience up the wrong way?

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?

The debate surrounding American restaurant chain Chick-Fil-A has found a novel expression online. The Chick-fil-A Confessional calculates how much diners' food cost and then encourages them to donate that amount to gay rights groups.