“Stay neutral in the culture war”. That is such a lovely euphemism for “side with us by only showing off white, heterosexual, ‘traditional’ couples in your advertising and all other materials.” One Million Moms is at it again, and while they have every right to spend their money where they want, they should do so without quite so many lies and quite so much misinformation.
This all began because JC Penney announced that Ellen Degeneres will be the company’s new spokesperson. She has had some pretty successful commercial runs in the past, so this makes some sense. Where this hate group affiliate fails is when they stated “Funny that JC Penney thinks hiring an open homosexual spokesperson will help their business when most of their customers are traditional families. More sales will be lost than gained unless they replace their spokesperson quickly. Unless JC Penney decides to be neutral in the culture war then their brand transformation will be unsuccessful.”
JC Penney has been focusing on the younger family these days, which are far from the traditional family that OMM claims to be their big demographic. There are families that tend to be far more socially liberal, and less likely to be older in age. While the choice of Degeneres may not be perfect given her lack of children, her being lesbian is likely to not have any actual affect on their brand except to drive away a few people who hate lesbians and gays. What is more, given the perception of the number of childless lesbian and gay couples out there, and that they have more money to spend, it is unlikely that OMM is going to be as successful in getting much in the way of change to occur here, especially if the LGBT Community speaks out in favor of Degeneres as a spokesperson.
Michael Francis, the President of JC Penney, said in a press release “Importantly, we share the same fundamental values as Ellen. At JC Penney, we couldn’t think of a better partner to help us put the fun back into the retail experience. Moving forward, we’ll be focused on being in sync with the rhythm of our customers’ lives and operating in a ‘Fair and Square’ manner that is rooted in integrity, simplicity and respect. We’re thrilled that she’s joining our team to help convey the exciting transformation under way.”
DeGeneres said in an accompanying statement “They have an incredible vision for the future and are completely re-inventing themselves to become America’s favorite store.”
Of course OMM states “By jumping on the pro-gay bandwagon, JC Penney is attempting to gain a new target market and in the process will lose customers with traditional values that have been faithful to them over all these years.”
Of course, if those customers with traditional values had been faithful to JC Penney’s over the last decade, the company would not have nearly collapsed in recent years and been forced to undergo a massive transformation.
One Million Moms is an affiliate of the American Family Association. The AFA has been designated as a hate group by the Southern Poverty Law Center due to its constant and consistent use of misinformation and lies to support homophobic, transphobic and racist ideals.
For those who want to see JC Penney’s keep Degeneres as their spokeswoman, the numbers are “972-431-8200 (customer service) and 972-431-1000 (corporate headquarters).”