Italian Pasta maker Barilla came under attack last week when its President Guido Barilla proclaimed that his company would not show gay families in any advertisements because he preferred to feature “traditional” families. He allegedly went on to say if gays don’t like it they could eat somebody else’s pasta. Amid an immediate social media firestorm of criticism, Barilla has issued two apologies claiming that he respects everyone and has never engaged in discriminatory behavior.
[dropshadowbox align=”right” effect=”lifted-both” width=”200px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” rounded_corners=”false” inside_shadow=”false” ] “I would never make a spot with a homosexual family. Not out of a lack of respect but because I do not see it like they do. (My idea of) family is a classic family where the woman has a fundamental role.” —Guido Barilla[/dropshadowbox]Even so, based on social media response it appears that the company has lost customers from both conservatives and liberals. An online petition was started on Change.org, by an Italian-American woman who said her adult son is gay has asked Stop & Shop to discontinue carrying Barilla. The petition has received nearly 8,800 signatures.
As part of his statement, Barilla admitted that he has much to learn about “the evolution of the family”. Our society is truly in the throes of a social revolution related to our values about sexual orientation. Attitudes are quickly changing as gay rights legislation, especially the passage of gay marriage laws here in the US and abroad, is creating a snow ball effect of rapid acceptance of new definitions of family.
Barilla’s lack of cultural competence as evidenced by his inability to accept difference and change, even if he disagreed, has undoubtedly resulted in a great deal of reputational damage and loss of who knows how much in market share.
This is a classic and very real example of the business case for diversity!
Image credit: http://pastavances.tumblr.com/
