By Mia Bester
Image by Freepik and edited by Karabo Mjiyako
Woolworths sparked controversy through the rainbow colors it displayed in stores in early June with shoppers. BE AN ALLY presented in every chain retail store in South Africa. What happens when a company’s new policies clash with public religious and cultural beliefs? X, formerly known as Twitter, keeps the record.
Woolworths displayed their first Pride collection for ally-ship and support of the LGBTQ+ community in South Africa. The response was of mixed reactions, several Twitter users expressed the need for the store to be boycotted and closed for good because of the communicated ally-ship and LGBTQ+ inclusive policies instilled this year, in 2023. Others showed their appreciation for what the store was doing so publicly and visibly for the community.
The original pride flag with the added transgender flag (white, light pink - and blue) and black and brown, to draw attention to the difficulties people of color face within the LGBTQ+ community. This flag could be seen on the mannequins with a variety of T-shirts and socks. As well as tote bags, by the checkout with the other Woolworths bags.
The same day of launch on 1 June, here is what some users responded: What you all are doing is vile and I will never shop at Woolworths again. Equality, dignity and respect for all? What’s not to love! Woolies is going Satanic! Time for a #BoycottWoolworths.
The hashtags: #BoycottWoolworths, #BoycottWoolies and #CancelWoolworths were circulating amongst those who felt strongly that it was the wrong decision for Woolworths to be open about their stance. These hashtags brought forth the mutual agreement to spam the Woolworths twitter page as well as contacting the store’s investor relations to lodge complaints.
However, the main Woolworths twitter page - as users shared – were blocking those who tagged them in disparaging posts and putting down the purpose of their Pride campaign. Roy Bagattini, the Group chief executive officer of Woolworths addressed the backlash still early after the release of the campaign: “We are going to stick to our position on this.” (Woolworths Holdings Limited).
The campaign stems from Woolworths Inclusive Justice Initiative (IJI). An extension of their Good Business Journey program, ensuring that they uphold their position of being a responsible and sustainable retail store. The “IJI” goal is to care for people and communities who are marginalized in society and is trying to create a reality where everyone can belong. The specific initiative for the business is adapting the wardrobe policy to cater to everyone in staff’s identity expression, donation toward LGBTQ+ support organizations and as aforementioned, set forth Pride merchandise.
A user tweeted: Loving this! And particularly your broader initiatives supporting the community and your own staff
Now the question stands: was Woolworths boycotted? The resolute #BoycottWoolworths regarding #Pridemonth posts; eager shoppers on the campaign’s downfall versus shoppers who praise the inclusive business initiative have not yet seen eye to eye with supporting the cause. "Supporting the rights of any group never inherently disadvantages another” (Evans, 1991, p230).However, the business did not get rid of the campaign and Woolworths has remained as it has since 1931. Moreover, will the ally-ship campaign see another year? Resources: Washington, J. and Evans, N.J., 1991. Becoming an ally. Beyond tolerance: Gays, lesbians, and bisexuals on campus, pp.195-204.
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