1. Some criticize the actions of companies that try to align themselves with the values and views of subcultures as simply moves to make more money rather than attempting to make a social statement. What is your evaluation of this criticism?

2. Is there a point at which a subculture becomes so “mainstream” that unique marketing approaches are no longer appropriate or necessary? Discuss. 

With the U.S. Supreme Court decision that upheld the constitutional right to same-sex marriage in June 2015, the cultural landscape changed dramatically. Although only 13 states had continued to oppose same-sex marriage, the decision was a significant moment for the LGBT community and for many other citizens who saw the issue as national confirmation of a fundamental civil right for a sizable portion of the population. Regardless of where individuals stand on this issue, many companies and brands are realizing that they must pay attention and respond strategically to this increasingly visible subcultural group.