Carlos McKnight of Washington, waves a flag in support of gay marriage outside of the Supreme Court in Washington, Friday June 26, 2015. A major opinion on gay marriage is among the remaining to be released before the term ends at the end of June. (AP Photo/Jacquelyn Martin)

Brands break out the rainbows for historic #LoveWins de...

It’s a historic day in America! After decades of petitioning and fighting for the right for gay people to marry, the Supreme Court has ruled that same-sex marriage is the law of the land per the equal protection clause of the 14th amendment. So, how has the marketing world reacted?

Clearly, the B2C brands want in on the message. This decision has created a shockwave across social media with the #lovewins hashtag already set up and a wide variety of brands including big companies like Mastercard, Macy’s, and Maytag showing their rainbow colors in support. United Airlines showed some social media redemption by showing their #lovewins support.  As you may remember, several months ago, United got into hot water when a passenger tweeted a picture of a dog in a crate left outside in the rain and their reaction did not go over well- lesson learned.

Facebook, quick-draw geniuses that they are, created the option to add a rainbow filter to your profile picture in a stance to show your marriage equality support. This is a classic Millennial tool; giving people an easy way to show their support really works!

Newsjacking is no new term for brands and marketing but today is a huge day for it – although the B2B brands have been slower to embrace the hashtag and rainbow love. It’s an interesting distinction – does it surprise you?

Major companies rushed to show they were celebrating after the Supreme Court announced a historic ruling legalizing gay marriage across the country on Friday. In a 5-4 ruling, the court stated Friday morning that the Fourteenth Amendment requires states to issue marriage licenses to same-sex couples and that states must recognize same-sex marriages performed out of state.