I think marketing directors of JCPenney must be delighted by the great publicity we did these last weeks for their mark: The lesbian community mobilizes in support of JCPenney! Woua! How do you react now that you carried out that JCPenney has just used you?
Let's start from the beginning, why JCPenney is anti-gay?
In last December, JCPenney did not have a partnership with Ellen DeGeneres. No, at this moment, they had a partnership with an anti-gay group called the Salvation Army and as you can see with the picture illustrating this article, they were also generous.
As explains Bil Browning on his blog, the Salvation Army has a history of active discrimination against gays and lesbians. The church claims it holds "a positive view of human sexuality," but then clarifies that "sexual intimacy is understood as a gift of God to be enjoyed within the context of heterosexual marriage." The Salvation Army doesn't believe that gays and lesbians should ever know the intimacy of any loving relationship, instead teaching that "Christians whose sexual orientation is primarily or exclusively same-sex are called upon to embrace celibacy as a way of life."
To be clear, if you are in the need and you are LGBT, don't count on the Salvation Army to help you.
That also means that each dollar you give them will help to finance anti-gay policies in the world (collect of signatures to oppose the de-penalization of homosexual relationships in New Zealand in 1986, pressure to pass a law in United-Kingdom stated that local authorities "shall not intentionally promote homosexuality or publish material with the intention of promoting homosexuality" or "promote the teaching in any maintained school of the acceptability of homosexuality as a pretended family relationship", law which was fortunately repealed, and more recently, they tried to extract a resolution from the White House to be sure there are no anti-discrimination laws in United-States). As also indicates Browning, the Salvation Army tried to make consensual gay sex illegal.
But does it means JCPenney is anti-gay?
If a company has a partnership with a lesbian, we will think the company is gay-friendly.
If a company has a partnership with an anti-gay group, we will say the company is ...?
To conclude, we know it's just business. If JCPenney is not anti-gay, be sure it is not gay-friendly too. I am supporting Ellen but I will never buy anything of JCPenney because I don't know what they will do with this money. They seem to be very generous with anti-gay groups but I didn't find the same generosity for LGBT organizations. I don't know what do you think but I don't like the idea that JCPenney uses Ellen and uses us for a sort of mea culpa at all!