Majorretailer Woolworths marked International Pride Month with a campaign in itsstores. The campaign forms part of the Woolworths Inclusive JusticeInitiative (or "IJI"), a natural evolution of the company's GoodBusiness Journey and commitment to care for the environment, people, andcommunities. The IJI sets out to acknowledge that certain groups in society aremarginalised, and to help shape a world in which everyone feels they belong.
"Wecertainly see a world characterised by rising levels of inequality,discrimination and marginalisation," said group chief executive officer RoyBagattini. "And we believe that we have a responsibility to use the platform wehave as a business to make a broader contribution to the world around us."
The responseto the campaign, which recognises that LGBTQIA+ people are a marginalised groupand therefore more likely to face discrimination and violence, has largely beenpositive and supportive. However, there has also been a fair amount of negative response. Misinformation about thecampaign has been rife and is being spread on social media platforms and via WhatsAppgroups.
Misinformationabout the campaign includes:
· Thatthe campaign included and targeted children, when in fact the campaignmerchandise is exclusively adultwear, and kids are not featured in any of thedisplays or campaign material.
· ThatWoolworths would be donating a portion of their June proceeds to supportorganisations, when in truth the donation is limited to proceeds from the specificPride campaign merchandise range of only six items.
· Imagesof undressed mannequins in suggestive poses are falsely being linked to thecampaign.
· Andfake letters have been mischievously manufactured to look like Woolworthsissued it - these arecategorically fake and misleading.
This isnot the first time the retailer has taken a positive stance on social justice,and it is unlikely to be their last. In fact, throughout the Group's more than90-year history, Woolworths has taken a stand on social issues.
Given itsvision to be one of the world's most responsible retailers, through its InclusiveJustice Initiative the company has chosen to take action on a number ofmatters relating to racism, women empowerment and gender equity, gender-basedviolence, diversity and inclusion, social and community development, fair andresponsible pay, the development of small to medium businesses, and ethical andlocal sourcing. Upcoming campaigns will bring attention to other marginalisedgroups, including the plight of the poor, discouraged young South Africans onYouth Day, issues of women advancement during Women's Month, and honouring 16Days of Activism, to name a few.
"There isno question in my mind, that our value as a business and our values as acompany, are inextricably linked," said Bagattini. "Through this work we wantto help build bridges between all the communities we serve and value. Ourmission is to contribute to a world where everyone feels they belong, and toleave no one behind."
