Can Discrimination be Brand Appropriate?

Chick-fil-A is taking a lot of heat for their much publicized support of several same-sex marriage opposition groups. They have reportedly provided more than $1.1 million to organizations that oppose gay marriage and other pro-LGBT issues. Many are calling these organizations "hate groups" and are calling for boycotts on all Chick-fil-A restaurants along with scattered on-site protests. Chick-fil-A has responded by saying the company "has no agenda against anyone". Dan Cathy, president of Chick-fil-A, has stated "while my family and I believe in the Biblical definition of marriage, we love and respect anyone who disagrees". Politically correct PR responses, but definitely not enough to refute the stance the significant donations overtly suggest. I would like to discuss whether or not such actions are brand appropriate.

Chick-fil-A has a long history with religion. Since opening their first restaurant in 1946, Chick-fil-A restaurants have been closed on Sundays. Their website explains that founder Truett Cathy "believes that all franchised Chick-fil-A Operators and their Restaurant employees should have an opportunity to rest, spend time with family and friends, and worship if they choose to do so". His decision has been said to be "as much practical as spiritual" and part of their "recipe for success". Making a religious statement like this for 65 years sends a strong message to any consumer that this is a religion-based brand.

Consumers have the right to shop or not shop any particular business based on their personal relationship with that brand. Conversely, a privately owned company has every right to target any particular audience they want to connect and do business with. If Chick-fil-A is perfectly ok with losing business by alienating a demographic such as the LGBT community, then they can spend their money and support any organization they choose. Do I think this is discrimination? Absolutely. Do I think it's a smart business practice? No. You're not maximizing your sales potential by openly opposing a large demographic and their supporters. And finally, is it brand appropriate? For Chick-fil-A, yes it is. This anti-LGBT stance falls in line with the brand this company was founded on and stays consistent with the types of messaging their avid followers have been receiving for decades.

Unfortunately, it's really no different than the much publicized legal troubles Abercrombie & Fitch consistently faces with their hiring processes. They believe their brand requires only beautiful people in their stores...at any cost. This too is discrimination. This too is brand appropriate for A&F. The good news is the power is with the consumers. We too can discriminate and send very strong messages on what we're willing to tolerate by where we spend our money. Choose wisely or you may be communicating to the world that discrimination is ok.