Wal-Mart’s Image Continues to Plague It

A report released today by market research firm Clark, Martire and Bartolomeo revealed some rather unsurprising news:  consumers do not perceive Wal-Mart to be a gay friendly business.  While this may be great news to some supposedly ”pro-family” associations, it’s bad news for Wal-Mart.  According to the same report, gay and lesbian consumers are nearly 70% more likely to patronize a business they perceive to be gay friendly.  For example, Apple, who recently surpassed Wal-Mart as the top music retailer, was perceived to be the most gay friendly of any retailer.

Unfortunately, these consumer perceptions are backed by Wal-Mart policy.  The Human Rights Campaign’s 2008 Buying for Equality Guide gave Wal-Mart a ‘red rating’ which reflects that it offers no domestic partner benefits and its discrimination policy does not include gender identity and/or expression.  Wal-Mart refuses to address the concerns of the lesbian, gay, bisexual, and transgender community citing its policy to avoid “highly controversial issues”.  The real controversy, however, is Wal-Mart’s stagnant social policies and an inability to adapt to the growing needs and demands of an increasingly diverse population.

Posted by Michael Mignano on Tuesday, May 13, 2008