When JC Penney hired noted gay lesbian homosexual Ellen Degeneres as its spokesperson, a homophobic group called One Million Moms fired back by calling for a massive boycott of the department store chain. Rather than dismiss Degeneres, JCP doubled down and featured in the pages of its May catalog a couple of happy committed lesbians and their gorgeous little family. Naturally, this incensed OMM enough to lead them to call for yet another boycott. But are their frothy proclamations actually doing anything? Not really. In fact, every time One Million Moms asks the public to boycott JC Penney for gaying all over the place, people start liking JC Penney more.
Brand Index tracked the curious post boycott reputation bounce that JC Penney has enjoyed since OMM started trying to step to them and found that the store should actually rejoice when the homophobes are pissed. According to a brand perception index, the JC Penney brand has enjoyed a boost in perception among mothers with children under 18 following the Ellen flap and in the days after the May catalog would have arrived in the mail. American consumers like seeing varied ideas of what a happy family can look like.