Prop-8 news broke today. The 9th Circuit Court of Appeals in California ruled the statute unconstitutional. We can expect to see marriage opponents before the Supreme Court in the near future.

Among the struggle for marriage equality across the country–serious consideration being given in Maine, New Jersey, and Maryland–an interesting trend has come about in the business world.

Starbucks has come under fire for its support of same-sex marriage in Washington state, where it is headquartered. The coffee company joins the ranks of Microsoft and Nike, who also have voiced their support.

Why are these companies putting their economic necks on the line while plenty of others have stayed silent? Frank Bruni argues in the New York Times that “It’s the future.”

Now that marriage licenses are offered to two consenting adults, irrespective of their sex, in Connecticut, Iowa, Massachusetts, New Hampshire, New York, Vermont, and Washington, D.C., it has become clear to these companies that living in the past and upholding a discriminatory position on the matter does them no good.

As well, they’re betting that it makes business sense to speak out. Time will tell if they’re right. What do you think?