JC Penny – Redefining Social Norms!

In response to Trina Wang’s post about JC Penny’s controversial Father’s day ad, it is clear that JC Penny is not only successful in marketing, but a leader in generating social equality for minority groups.

The father’s day ad, featuring a real life gay couple with their two children, are shown with the caption: “First Pals: What makes Dad so cool? He’s the swim coach, tent maker, best friend, bike fixer and hug giver – all rolled into one. Or two.” This caption especially normalizes the notion of having two fathers, and the fact that they are no different than any other parents. While JC Penny is not specifically a social entrepreneurship, they are promoting social equality at the risk of their own sales due to protesters against the campaign. Additionally, this is not JC Penny’s first time to feature same-sex couples in print. The company ran an advertisement featuring a lesbian couple in May 2012. Though conservative groups protest the advertisements, JC Penny continues the marketing, as seen in their Father’s day ad.
Although JC Penny may lose some customers due to their disagreement with the campaign, they are redefining social norms, which may be an even greater accomplishment than generating high profits.