One
of the most divisive social issues in the United States today is same-sex
marriage. A recent USA Today/Gallup Poll found that 50 percent of Americans
approve gay marriage and 48 percent oppose it. On both sides of this issue are
impassioned people and organizations that hold strong convictions based on
notions of equality, fairness, and religious beliefs.
The
national discussion of same-sex marriage was recently stoked when Dan Cathy,
the president of Chick-fil-A, told the Baptist Press that his company was
“guilty as charged” in its opposition to same-sex marriage. Cathy later elaborated
on his comment on a radio talk show stating “I think we are inviting God’s
judgment on our nation when we shake our fist at Him and say, ‘We know better
than you as to what constitutes a marriage.’”
Cathy’s
polarizing comments immediately energized the various factions for and against
same-sex marriage. The Jim Henson Company immediately pulled its Muppet toys
from Chic-fil-A kids’ meals. The mayors of Boston, Chicago, and San Francisco
made public statements condemning Chick-fil-A for its position on gay marriage.
Pro-gay organizations launched boycotts and demonstration denouncing Chick-fil-A’s
“prejudice” and “hatred” of homosexuals. The Gays & Lesbians Alliance
Against Defamation (GLAAD) planned a “National Same-Sex Kiss Day” to be held at
Chick-fil-A restaurants across the country.
Not
to be outdone, public figures and organizations opposing same-sex marriage
rallied in support of Chick-fil-A. Reverend Billy Graham publicly commended
Chick-fil-A for “never compromising their values” and expressed appreciation
for Cathy’s “public support for God’s definition of marriage.” Former Arkansas
governor Mike Huckabee organized a “Chick-fil-A Appreciation Day” which according
to organizers drew hundreds of thousands of supporters. According to the
company the event was a “record-setting day” with some stores running out of
chicken.
Should
large corporations express opinions on controversial sociopolitical issues? A
number of big name corporations, such as Target, Starbucks, and General Mills
have publicly expressed pro-gay viewpoints. However, Amicus Reed, a marketing
professor at the University of Pennsylvania, told NPR that “Most brands are
keeping their heads down” choosing not to weigh in on controversial issues.
According to Reed, a more neutral strategy probably makes good business sense. This
may explain Chick-fil-A’s recent statement that “going forward” the company
plans to “leave the policy debate overs same-sex marriage to the government and
political arena.”
Civility
does not require one to be neutral on issues such as same-sex marriage;
however, it does require respect for other’s views and beliefs. Ultimately,
whether a corporation supports or opposes same-sex marriage is a decision made
by the corporation’s leadership. As consumers, we can ultimately choose whether
we want to patronize a corporation based on its values, beliefs, and political
positions. Perhaps this is the most civil solution to such a divisive issue.
Kent M. Weeks
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