Chick-fil-A Controversy Brings Light to US Companies Supporting Same-Sex Marriage

By Meg White on July 25, 2012

Earlier this month, Chick-fil-A’s CEO Dan Cathy reaffirmed his ultraconservative stance on the subject of same-sex marriage causing The Jim Henson Company to severe its product tie-in agreement, and to bring greater attention to other corporations’ views on the issue.

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Although the family owned and operated Chick-fil-A has always built its reputation on Christian values, its political views finally seem to be affecting its stores’ day-to-day business. On July 19th, a sign appeared in a Texas based Chick-fil-A, apologizing for the sudden absence of toys in its kids’ meal and declaring it to be due to a safety-issue. Each Chick-fil-A is franchise owned and it was this particular one’s management team’s decision to post this sign, the image has since gone viral. Many sites have poked fun about the real reason why the “Jim Henson’s Creature Shop” puppet sets have really disappeared. The Jim Henson Company posted on its own website that : “The Jim Henson Company has celebrated and embraced diversity and inclusiveness for over fifty years and we have notified Chick-Fil-A that we do not wish to partner with them on any future endeavors. Lisa Henson, our CEO is personally a strong supporter of gay marriage and has directed us to donate the payment we received from Chick-Fil-A to GLAAD.”

These sentiments have been echoed by Target whose line of Pride t-shirts sold out across the country within hours, and by longtime LGBT supporter Ben & Jerry’s. The ice cream titan has even gone so far as to re-name its flagship flavor “Chubby Hubby” to “Hubby Hubby” in 2009. However, not every company has been as staunch in its responses as these, and those that have not have garnered some consumer heat.

For instances, on June 25th which is recognized as 2012’s Gay Pride Day, Oreos’ Facebook page displayed an image of a sextuple stuffed cookie with rainbow colored cream. The image accumulated over 157,000 likes and 20,000 comments on Facebook alone. It was also quickly circulated across other social media sites including Tumblr and Blogger. Although Oreo received praise from LGBT organizations and their supporters alike, its parent company Kraft Foods felt the need to reach out to and appease those not inspired by its inclusive nature. In an email to ABC News, Kraft’s spokeswoman Basil Maglaris insisted that the campaign was purely viral and no rainbow hued products would ever reach shelves. “We are excited to illustrate what is making history today in a fun and playful way,” she wrote. “As a company, Kraft Foods has a proud history of celebrating diversity and inclusiveness. We feel the Oreo ad is a fun reflection of our values.”This statement, though it is well-worded, still raised eyebrows around the inter-webs. Was Kraft—after making such an obvious statement—going to stick in its foot in its mouth by blatantly trying to be wishy-washy?

The amount of Internet backlash that Kraft has received for not unequivocally supporting the LGBT movement raises the question of whether or not all companies should not only be strong in their overall brand image, but also in their politics.

The same issues are already stirring for Chick-fil-A as it finds itself mired in deeper controversy. If the company still serves every customer that walks through its doors without question, why should it feel the need to cover up why its contracts with The Jim Henson Company were ended? These actions have only added fuel to the fire of gay-rights groups that are already calling for the boycott of the fast-food chain, and media outlets that are poking fun at the company’s poor public relations management. Here’s another thought though: what happens if Chick-fil-A’s stance rubs its technological suppliers—whose machines are as integral to the company’s business as its chicken farms—the wrong way as well and they too pull their contracts?

As this drama plays out on the public, web-enable stage, one question seems to blaze bright: is this moment the second coming of the Civil Rights Movement? A call to duty for all United States based companies to align themselves politically either pro or against same-sex marriage, and gain a true reflection of the nation the US is today?

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