WASHINGTON: With its 5-4 ruling in favor of same-sex marriage on Friday morning, the Supreme Court sent a resounding message to the nation embodied in the words that trended on Twitter today: Love is love.
"It sends a message of fairness and sends a message, not just for this generation, but for generations to come [that] LGBT families are to be treated with dignity and respect," said Stephen Macias, MWW SVP and LGBT practice lead.
According to The Washington Post, the highest court said, "The Constitution requires that same-sex couples be allowed to marry no matter where they live and that states may no longer reserve the right for only heterosexual couples."
Macias said the court's ruling underscores "years and years of people’s commitment to equality," calling it "a game-changer" for the LGBT families who were formerly denied access to what would otherwise be considered a basic aspect of life, such as being able to visit a spouse in the hospital.
"This is truly a watershed moment for the LGBT community and indeed all fair-minded Americans," Seth Adam, GLAAD director of communications, said via email.
GLAAD, which Adam noted is the "communications epicenter of the LGBT movement," was prepared for the decision to come down. Its efforts included mobilizing with its partners to "hone the most effective messaging for moving hearts and minds," he said. GLAAD also provides guidance to those publicly speaking on behalf of the organization "about the critical protections only marriages can afford."
Macias said MWW's LGBT practice will feel the effects of the Supreme Court’s ruling by way of clients "already making a commitment to fairness and equality" increasing their efforts. More companies that may not have previously emphasized LGBT and ally-facing marketing and PR could get into that space, he added.
While Friday paved the way for celebrations around the country, LGBT advocates remained acutely aware of the road ahead. In a statement celebrating that "love prevailed," GLAAD noted the court's ruling is a "benchmark, not a finish line." Adam said the LGBT community continues to face hurdles such as job security and even violence. Macias explained acceptance is still a battle the LGBT community is entrenched in, recaling a similar fight interracial couples faced when their marriages were legalized less than 50 years ago.
Online, jubilation was palpable. The White House celebrated with an updated avatar and many influencers weighed in on the decision. BuzzFeed has a rundown of the 2016 Republican presidential candidates’ stances on gay marriage's legalization.