Human Relations in Organizations: Applications and Skill Building 8th Edition by Robert Lussier

Exercise 36

In Their Sights: The American Family Association Takes Aim at Target
The American Family Association (AFA), a Mississippi-based Christian conservative group, is successfully bringing America's culture wars into the corporate boardroom, according to The Wall Street Journal. Now the AFA is homing in on Target Corporation.
Why is the retailer worried about the AFA? The AFA has demonstrated its ability to mobilize large groups of Christian conservatives to its cause. That could become a serious irritant to any firm considering launching a political-style campaign to win over conservative Midwestern soccer moms. Several big corporations have already succumbed to pressure from this radical group. Ford Motor Company stopped advertising its Jaguar and Land Rover brands in gay publications when the AFA boycotted Ford for supporting gay-rights causes. The AFA also closed all of its accounts at Wells Fargo Company because the bank contributed to a gay-rights group.
The AFA has now launched an attack on Target and other retailers for their refusal to use the word "Christmas" in any of their promotions.
Spirituality has become a critical force in the workplace. How does this ethical dilemma highlight spirituality from a consumer's perspective?