JC Penney’s featuring two dads for Father’s Day

Jun 14, 2012

JC Penney To Permanently Mark Down Merchandise By 40 Percent

Shoppers arrive at a J.C. Penney store at the Ford City Mall on January 26, 2012 in Chicago, Illinois. Credit: Scott Olson/Getty Images

JC Penney has a new look for father’s day, sort of. The clothes look close to what you might imagine, but instead of a straight-from-central-casting suburban family with a father, mother, and children, the company went with two dads: real-life couple Cooper Smith and Todd Koch, along with their two children, Mason and Claire.

The reaction was immediate: One Million Moms, who previously protested JC Penney for choosing Ellen DeGeneres as a spokesperson, issued a statement against the ad and requested that offended customers return their copies. With this, as well as the lesbian couple featured in their Mother’s Day catalog, JC Penney’s continues to raise questions about what happens when corporations take political stances, perhaps against stockholder or customer wishes.

Conversely, there are companies like Target, which has raised the ire of gay-rights advocates by donating to politicians with anti-gay platforms. Target has recently begun selling a pro-gay T-shirt to raise support for a group working to defeat a ban on gay marriage in Minnesota.

Gay partners Cooper Smith and Todd Koch appeared on WFAA 8 (Dallas/Fort Worth’s ABC affiliate) to discuss being featured in a JCPenny advertisement:


What’s a conscientious customer do with his or her money based on such mixed signals, and with the onslaught of support that gay activism has seen, how can companies ignore the fact that large demographics profit?

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