Marketers take risks running ads during prime-time shows that target specific ethnic groups and have the potential to offend.

Think “Black-ish” (African Americans), “Jane the Virgin” and “Devious Maids” (Latinos), “Transparent” (transgenders), “Fresh Off the Boat” (Asians), “The Goldbergs” (Jews), and “The Real O’Neals” (Catholics).

But risks can yield rewards.

Like predecessors “Modern Family,” “The Jeffersons,” “Moving on Up,” and “All in the Family,” such sitcoms can be controversial yet successful. Indeed, all seven are back this fall.

Viewers increasingly support the shows’ pro-diversity message—and it’s not just Millennials who are more open to different cultures and sensibilities: Fifty-five percent of Americans support gay marriage, in contrast to 15 years ago when 57 percent strongly opposed it, according to Pew Research Center.

Besides, minorities are becoming the majority: More than half of children under age 5 are non-Caucasian, reports the U.S. Census (PDF). So are 37.9% of Americans, up from 30% 15 years ago.

Read more: 5 Brands That Bought Into Prime-Time Diversity via