Socially conservative group One Million Moms has started a campaign against JC Penney for hiring openly lesbian entertainer Ellen Degeneres as its spokesperson.
One Million Moms, a group associated with the designated hate group the American Family Association, is displeased over what it sees as JC Penney not remaining “neutral” in the so-called “culture war” over homosexuality, and accuses JC Penney of partnering with TV’s favorite “openly homosexual” comedian simply to target a new market. They also say that many of JC Penney’s shoppers will be “offended” and will refuse to shop at the store anymore.
Recently JC Penney announced that comedian Ellen Degeneres will be the company’s new spokesperson. 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.
Their marketing strategy is to help families shop and receive a good value for their money. Degeneres is not a true representation of the type of families that shop at their store. The majority of JC Penney shoppers will be offended and choose to no longer shop there. The small percentage of customers they are attempting to satisfy will not offset their loss in sales.
JC Penney has made a poor decision and must correct their mistake fast to retain loyal customers and not turn away potential new, conservative shoppers with the company’s new vision.
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.
To perhaps bolster its dire (and unsubstantiated) predictions over JC Penney’s future loss of sales, One Million Moms is asking supporters to take action and to call JC Penney and ask them to “replace Ellen Degeneres as their new spokesperson immediately and remain neutral in the culture war.”
It’s interesting that One Million Moms believes being “neutral” is refusing to hire someone who is openly LGBT, but this is not the first time that One Million Moms has begun a hand-wringing campaign over support for LGBTs. Indeed, last year they bemoaned the fact that Macy’s has a trans-affirming customer service policy.
JC Penney has been criticized in the past for objectifying women in order to sell men’s clothing and for carrying sexist slogans on its t-shirts,
However, in announcing its partnership with Ellen Degeneres, Michael Francis, President of JC Penney Company said in a press statement that this signals a new beginning for the business, saying: “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.”