Barilla has journeyed from gay rights pariah to poster child — on Wednesday it received a perfect score from a prominent gay rights group that rates companies on their gay-friendliness. It is an about-face that highlights how companies, which typically shy away from controversy, are increasingly being forced to take sides in the cultural battle over gay rights and same-sex marriage — and how decisively pro-gay forces have gained the upper hand.

Other household-name brands have also found themselves in hot water over actions that were perceived to be anti-gay. Target, for example, strived to make amends after coming under fire in 2010 for political contributions that supported a Minnesota gubernatorial candidate who opposed same-sex marriage. Chick-fil-A stopped giving to certain organizations in 2012 after earning the ire of gay rights groups that accused the fast-food chain of supporting anti-gay causes.

Both companies were subject to boycotts, though there has been a counter effort by socially conservative groups to support and embrace Chick-fil-A.

The peril for companies is not short-term profits, because boycotts rarely affect revenue directly, said Mary-Hunter McDonnell, a professor of strategy at Georgetown University’s McDonough School of Business. “Really, boycotts are about threatening a company’s public image and reputation,” she said, and a tarnished brand can ultimately hurt the bottom line.