Everyone loves graham crackers and s’mores, even gay people and minorities.

That’s what Honey Maid wants consumers to know with their latest ad, "This is wholesome." The ad features a gay couple with their newborn baby, as well as an interracial family and another family with a heavily tattooed father.

Honey Maid, which is owned by snack food and beverage giant Mondelez International, is just the latest brand to feature a more "modern family" in their advertising.

Deena Fidas, workplace project director at the lesbian, gay, bisexual and transgender advocacy group Human Rights Campaign, said more inclusive advertising goes hand in hand with more inclusive workplaces.

"Today a majority of the Fortune 500 companies have an LGBT inclusive internal policy, and many of them are capitalizing on that," Fidas said. "It makes a difference when you have a gay marketing exec who is prized and well respected within the company," in terms of the type of advertisements consumers will see, she said.

Companies are gradually including gay, interracial and other non-traditional couples in their advertising, a sign they are aware of the growing acceptance of the non-traditional family among the American public.

While much of the feedback online for the ads is positive, a vocal minority has expressed a difference of opinion. Biblical quotes, arguments between commenters and threats of a boycott are a frequent presence in the comments section of many, if not all, of these ads.

But Fidas told Al Jazeera companies, by and large, aren’t worried about it. That may be because the LGBT community, she said, has an estimated buying power of $830 billion. A business could be making a mistake not running ads targeting the gay demographic, she added.

"The difference between hyperbolic protests against an ad versus a company’s bottom line continues to favor that trend of equality," Fidas said. "Apple, Microsoft, Google — all these tech giants have been publicly in support of LGBT equality. If you were to boycott them, you’d be left with a pen and a pad of paper."

It’s not just ads featuring gay people that can cause a stir.

Coca-Cola ignited a social-media firestorm with its Super Bowl commercial featuring children of different races singing "America the Beautiful" in their native languages. And Cheerios received its share of backlash when the cereal brand featured an interracial family in one of its commercials.

Association of National Advertisers President Bob Liodice pointed out that there will always be people who take issue with ads that deviate from what is perceived as "traditional."

"You’re never going to get unanimity in support. Just on the surface, I think we’d be naive to think there doesn’t exist some degree of racial and sexual orientation concerns that exist in America," Liodice said.

"We’ve got 300 million people; many who have long memories to times when you couldn’t have an interracial couple hold hands, not to mention a gay or lesbian couple."