Advertising to Minorities- Risky or Visionary?
Recently, there has been some controversy in the retail community over print advertisements for JCPenney. Joining other progressive companies like the Gap, Ray Ban and Urban Outfitters, JCPenney has begun showing non-traditional families in their marketing- ie. homosexual partners and their children. The original ad, pictured above featuring homosexual mothers with their daughters, was intended to be a promotion for Mother’s Day. In particular, this ad caused an uproar with the group ‘One Million Moms’, who claimed that JCPenney was “continuing on the same path of promoting sin”, and encouraged consumers to boycott the store. This conservative group has previously opposed JCPenney for choosing talk show host and gay-rights activist Ellen DeGeneres as a spokesperson.
In response to hostility from conservative elements, JCPenney released another advertisement, this time for Father’s Day, featuring two gay dads with their children, entrenching themselves even more firmly as pro-gay rights. Though JCPenney’s ads are much less shocking than, say, some United Colors of Benetton ads, JCPenney remains under attack from groups touting so-called ‘traditional’ values.
Putting aside my personal feelings about discrimination against homosexuals, one has to wonder if taking such a strong stance on a controversial issue is a good business move for JCPenney? Sadly, this new marketing strategy has seen a dip in JCPenney’s stock; however, though it’s a risk to alienate some potential clients, I believe that many times a simple statement of belief can create more brand loyalty and recognition than flyers, in-store credit cards and catchy jingles alike. Though they may have seen an initial drop in stock price by joining other progressive retailers like the Gap, Ray Ban and Urban Outfitters in showing non-traditional families in marketing, I believe over the long run JCPenney’s willingness to portray the diversity of their clientele will pay off. Even as groups like One Million Moms crow over their success due to the fall in stock prices since JCPenney began its inclusionary campaigns, customer satisfaction and goodwill towards the brand climbs. Hopefully, JCPenney will soon see a return on their investment towards a more tolerant tomorrow.
References:
http://bruni.blogs.nytimes.com/2012/06/20/penneys-gay-wager/
http://www.huffingtonpost.com/2012/05/13/jcpenney-gap-gay-advertising_n_1510567.html
http://newsfeed.time.com/2012/06/03/anti-gay-group-slams-jcpenneys-over-fathers-day-ad/