Ad Dads: The Wholesome Mix of What’s Good for Business

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How things change – and suddenly. I won’t say they change fast because that they definitely do not. Gay equality – I won’t even call it “gay rights” because it comes down to human rights and equality for all, and the gay community has been one group that suffers most from the lack of equality afforded to them as individuals and as couples/families. I recall being in New York only a handful of years ago with a fantastic woman – and if I remember correctly, we talked then about how unlikely it seemed that she would ever be able to marry a partner. I do not remember if we discussed it as an American situation (as in, never being able to marry in her own country) or a state phenomenon (meaning the state she lived in at the time). But even three or four years ago, the idea that gay couples would finally be granted the legal right to marry in as many US states as they now have seemed like a far-off dream. Change happens, and sometimes when it starts to change, it happens fast. What seems like a formidable wall turns out to be built only of dominos. It looks like one little push sends all the dominos tumbling. This is not to discount the decades and decades of active fighting for these rights – it is only a comment that once change is afoot, it is virtually unstoppable – and it is not long before the mainstream embraces the change.

Inevitably that mainstream charge leads to big business getting on board, too. Some more than others. Some with small nods to the change – others with much bigger, more visible, overt exclamation about the change. A piece in The New Yorker chronicles the recent controversy surrounding a popular Honey Maid graham cracker ad campaign, which features a happy family headed by two men. Naturally the original ad campaign sparked positive and negative feedback, and Honey Maid followed up with a response to both the positive and negative. But let’s say in their overt advertising, they put their money where their mouth is. They went so far as to use a word synonymous with their brand (“wholesome”) to describe all kinds of families and all kinds of love. (“Most striking is the tagline of the ad: “No matter how things change, what makes us wholesome never will. Honey Maid. Everyday wholesome snacks for every wholesome family. This is wholesome.” The ad is deeply heartwarming—not simply because it shows diversity (which other companies have done) but because it labels these families with the word “wholesome,” which is exactly the kind of word that tends to get claimed by the evangelical right.”)

What drives this? I understand how the basics change in society that propel more and more people who perhaps do not even support gay marriage themselves to no longer actively oppose it. There is a difference. But what drives the very public shift in how things are shown and presented as just one variation of the norm versus some kind of anomaly?

If the trend in society is breaking one way, the article argues, it boils down to what’s good for business: “Advertising both follows and leads to change. Marketers’ objective is to sell things, and they will seldom be brave enough to jeopardize their own interests, but their own interests appear to be changing. At some quiet moment when “Modern Family” was reaping good ratings, the mentality of corporate America began to change.”

It follows with reference to Jan Brewer of Arizona vetoing anti-gay legislation – not for the sake of equality but for what’s good for business: “Regard for equal human rights did not drive Brewer; the threat of losing the Super Bowl did. (How did the Super Bowl become the nexus of gay rights?) It turns out that tolerating gay people is good for business, even in Arizona. I’d prefer that people such as I get our rights because we command respect and evince dignity, but if we get them because there’s money in it, that’s fine.”

While I am content with whatever expands tolerance, I do have to wonder of course about the fickle nature of American acceptance – perhaps much of America has accepted gay marriage more or less, but at the same time as the article tackles the economic impetus driving some of this, it also addresses briefly a Cheerios ad campaign featuring an interracial family. General Mills, maker of Cheerios, received an unbelievable amount of hateful, racist commentary that came in via their YouTube channel, to the degree that comments were disabled. Bringing the discussion back to general human rights and equality, has American society (and business more generally – at least for now) decided that gay rights are something to get behind/support while racial tension and hatred is fine (or simmering under the surface) for large swathes of the country?

I wonder seriously how that can be – at a point where for the first time in American history the majority of babies born in America are not white (according to 2010 US Census data), and interracial families are growing in number (the 2008 census counted new marriages between interracial couples at 15 percent of the US population; 2010 census data show that among opposite-sex married couples, one in 10 is interracial, a 28% jump since 2000. In 2010, 18% of heterosexual unmarried couples were of different races and 21% of same-sex couples were mixed). A crowdsourced website was even started in response to the Cheerios ad. Similarly, a 2013 Gallup poll indicated that 87 percent of those polled approved of black-white marriage (versus an almost non-existent four percent in 1958). If virtually the entire population (at least those polled – granted, not a huge number — 4,373 Americans, including 1,010 non-Hispanic blacks) feels favorably about this (or is at least indifferent), are we just looking at a handful of racist idiots posting comments on YouTube, hiding behind the semi-anonymity of the internet?

The mixing is happening, the mixing is real. The mixing is growing more and more common. So why and how could a Cheerios ad celebrating the reality of this be so controversial? And really – why does anyone care? I mean, yes, I care in that I believe firmly in live and let live. Even if you don’t support or agree with something, you can tolerate it because it has nothing to do with you.

Ultimately it seems that the more things change, the more they stay the same. But at least some of the positive changes are real and make material differences in the rights and equality afforded to some of the population.

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