Our cultures change and I think the broader consumer and the spending power in the country has become more progressive. I think companies that are successful in marketing nowadays are trying to appeal to a progressive customer. They understand that customers are looking for social values, community, visionary aspirations. These are things that they buy into.
[Companies want to say,] we are you. We know your struggle. We understand what you are going through. We understand what it is like to raise a family with one person. Same-sex families. Interracial families. We understand the challenges of 2012…
JC Penney’s customer was an endangered species. They’ve lost $3 billion in revenue in the last four years, so they need to find a new customer base, and the way they’ve gone about doing that is appeal to new demographics.”
Eric Bovim, CEO of the ad firm Gibraltar Associates, tells ABC News that JCPenney’s new gay-friendly ad campaigns (hiring Ellen as spokeswoman, running a Mother’s Day ad featuring a lesbian couple) show business savvy.