Preamble: America's bedrock commitment to entrepreneurialism and to free markets is older than our nation itself. Free markets recognize the worth of every single consumer without discrimination. In our extremely competitive economy, no company today can afford to neglect or shun any of its customers.
Corporate leaders today have advanced principles of inclusion and equal respect for all in their hiring and employment practices, as well as their advertising and selling strategies. The shameful times are behind us when some companies turned their backs on people because of the color of their skin, their ethnic origin, their physical disability or religious faith. Today, inclusion truly means everyone, including gays, lesbians, bisexual and transgender (GLBT) people.
Why? It is simply smart business for companies to market their products and services to every American. With $641 billion in buying power, GLBT households, along with millions of their family members and friends, play a critical role in the success of America's dynamic economy. They believe as we do that advertising their products respectfully to all customers helps their bottom line.
Although one-third of Fortune 500 companies and many others already have created inclusive marketing and advertising strategies, a handful of small groups have chosen to object to advertising that respects or targets gay and lesbian consumers. These groups apply rigid agendas to boycott and target companies for merely doing what any business has the absolute right to do --reach out to all potential customers.
America's free enterprise system deserves much better. Together, we can and must speak up and be heard today -- or choose to be silenced by a few. Thus we introduce two simple sentences as a fundamental Principle of Free Market Advertising Expression. We ask fair-minded business leaders, as well as professional and civil rights associations, to join us in public endorsement of our Principle…
CCA Principle of Free Market Advertising Expression:
In America, all companies have the basic right to determine their own market expression -- by advertising and selling to all customers respectfully and inclusively. We oppose all forms of attacks intended to disrupt free commerce based on intolerance or hostility toward any consumers, including gay, lesbian, bisexual and transgender people.
Commercial Closet Association invites corporations, ad agencies, and other organizations to endorse the Principle. Please contact us to join the endorser list!