More Corporations Promote Same-Sex Marriage. Does Anyone Care?

By Dustin Siggins Published on November 28, 2018

The 2015 U.S. Supreme Court decision to extend legal marriage rights to same-sex couples was a legal loss for social conservatives. It was the latest of many cultural losses on marriage.

It seems every month brings news of further losses in its wake. This month, Jared’s and Macy’s threw same-sex “marriage” in America’s face. Few seemed to care.

What Did Jared Do?

Jewel company Jared released several “Dare”-themed ads on November 8. One criticized by authors at The Federalist and The Washington Examiner showed a woman asking a man to marry her.

This “Dare to Ask Him” ad broke norms, but it didn’t endorse moral wrong. Meanwhile, there was little complaint about two ads which endorsed same-sex sexual relationships. One 15-second ad was titled “Dare to Make a Scene.” That ad was included in a longer ad called “Dare to be Devoted.” Both show two men at a nightclub singing onstage. One of the men asks the other to “marry” him. The men hug in joy in front of a crowd.

The reverse-engagement ad drew 8,235 views by November 22. The “Devoted” ad had 122,800 as of the same date, while the “Scene” ad drew 460,373 views. For those counting, that’s over 583,000 views versus slightly more than 8,000 views.

What About Macy’s?

Macy’s Thanksgiving Day parade included a same-sex couple kissing on-camera. This “first” drew a lot of praise from LGBT advocates. Via The Hill:

The Macy’s Thanksgiving Day parade was praised on social media Thursday after two women were broadcast kissing in what is believed to be the first same-sex kiss shown on-air during the annual event.

Actresses Isabelle McCalla and Caitlin Kinnunen, who star in the Broadway musical “The Prom,” shared the kiss at the end of a televised performance of one of the show’s musical numbers.

The moment was praised by LGBTQ activists and other supporters of gay rights on Twitter, who called it an important moment of representation for gay youths.

The response to this kiss — which was shown in front of millions of families — drew a modest reaction from social conservatives. The first page of a Google search for the terms “conservative Macy’s kiss” on Monday morning brought up Mission America’s op-ed republished at LifeSiteNews (disclosure: LifeSiteNews is my former employer). A statement by For America showed up because it was hammered at liberal websites. Finally, a pro-same-sex “marriage” site linked to Fox News columnist Todd Starnes’ article criticizing the event. Starnes linked to a piece at The American Conservative.

That seems to be it. Just a handful of modestly influential conservative voices. For an issue that was top-tier for conservatives just three-and-a-half years ago, that’s a significant drop-off. And just as Jared clearly doesn’t fear a backlash, nor does Macy’s seem intimidated by any negative reactions.

Missing in Action

The reason is simple: Social conservatives are mostly missing in action. While most Americans identify as Christian and one in three identify as socially conservative, the latter haven’t influenced the wider culture. Approximately two-thirds of Americans back same-sex couples “marrying.” And young Christians tend to support the new legal definition of marriage.

Even many who oppose it aren’t going to bat. Catholic Bishop Robert Barron told same-sex attracted liberal activist Dave Rubin this last year. President Donald Trump said the same thing. So has Supreme Court Justice Neil Gorsuch.

All of this is contrary to what Jesus and first-generation Christians established as relational morality. A man cleaves to his wife, not a man. St. Paul expressly condemned same-sex sexual relationships. He also pointed to STIs when he wrote in Romans that “males did shameful things with males and thus received in their own persons the due penalty for their perversity.”

Obligation Over Popularity

America has never been as pro-marriage a country as many Christians claim it was. Slavery tore families apart. Interracial marriage was illegal for a century after slavery ended. Abortion has been legal nationwide for 45 years. Contraception has been widely practiced for even longer than abortion.

So perhaps it should be no surprise that same-sex “marriage” has taken root with the public. It’s another attack on what Jesus told us marriage should be.

Social conservatives can’t give up this fight. It’s too important to people’s souls and bodies. We are obligated to stand for objective moral truth especially when it’s unpopular. And let’s be real — if we think we’re under pressure now culturally thanks to Macy’s and Jared’s, and legally through so-called “non-discrimination” laws, wait five years. We won’t even have the bastion of our churches if we don’t stand for what’s right.

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  • Julie Abarca Cheek

    I don’t think we have given up. I think it’s more of a pick your battles type of thing. I think we need to consider what types of opportunities there are for influencing the culture toward Christlikeness. Maybe our energies would be better spent in equipping our youth and families. There may be other issues we have a better chance with.

  • Kevin Quillen

    America is over. Christians and social conservatives will do nothing. Whine a little and then go back to fitting in. We are heading to a society of socialism where Christians will be ostracized and persecuted. Churches will be made to tow the line and accept depravity. They will. It is the inevitable result of a humanistic and materialistic worldview. Real Christians will shine though as always happens in persecution.

  • Trilemma

    Jared is not promoting same sex marriage. Jared is promoting their product to same sex couples.

    • Ken Abbott

      To the contrary–they do promote it through their advertising by treating it as a normal and equivalent event to heterosexual marriage and as an occasion for joy and celebration. Undoubtedly you are correct that the company’s chief objective in putting out this ad is to sell jewelry. But the ad frames the context of that sale.

      • Trilemma

        How should Jared portray same sex marriage in their ads and still make their jewelry appeal to same sex couples?

        • Ken Abbott

          The company’s advertising policy should be consistent with their business plans. I leave it to Jared’s leadership to decide how it wants to do its business. If it wants to sell jewelry to persons engaging in same-sex relationships, it can advertise accordingly.

          But the current ad still promotes the practice.

  • LaurieB

    I’m not giving up. I just don’t know what to do. I can choose not to buy products from Macy’s or other like establishments, but I never shopped there anyway, so that won’t make any difference. I can vote for like-minded politicians as much as possible, but that doesn’t do much either. I live in a rural location where I don’t see people much, I have no children/family to influence. It’s frustrating to read the news and see society plummet and I care. I just have no way to combat this fall but to pray.

  • apollo

    No. I do not care . Corporations are not the church nor are they part of the Body of Christ. This is the world . What do you expect?

  • Ken Abbott

    This one, I believe, will come out only by prayer and fasting and the gracious sovereign intervention of the heart-renewing Spirit of God.

  • 07morgan

    Jesus, this article is extremely outdated despite it being 2018. Reality check, sweetheart: gay couples marrying isn’t hurting anyone or the culture. How many gay couples are you seeing committing mass shootings? Nada. I think your priorities are a little… bent? Excuse the pun.

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