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Is IKEA wrong to promote anti-gay magician?

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HRD SG | 22 Apr 2015, 11:42 AM Agree 0
In the fallout over its tie-in with a homophobic magician, the Swedish furniture chain has hit back saying people are entitled to their opinions. Is the company wrong or right?
  • Kenneth Lee | 22 Apr 2015, 01:37 PM Agree 0
    IKEA is doing the right thing and it is within their rights as to how they conduct their own marketing activities. It is probably a select group in the general community that are serialising this event. The content of the performance has been vetted and approved by IKEA to ensure that it does not promote the magician's personal views on an unrelated event.
    The theme of the event is the Magic Show for kids, not the background of the magician. Would it have been any different if a magician were a prominent member of the leading political opposition party? Perhaps the few who are in the ruling party may object to that but does it make any difference? Let's focus on the Magic Show and not the background or personal views of the magician.
  • Constance | 22 Apr 2015, 01:38 PM Agree 0
    Has IKEA Singapore been scored on the Corporate Equality Index (CEI) or any other index? Perhaps part of this index should include how the company selects its brand collaborators.
  • Lee Ban Seng | 24 Apr 2015, 12:13 AM Agree 0
    I feel the support/promotion of an event should be based on whether the theme of the event has a fitting strategy with the organisational branding goals, rather than the personal values of a performer. Thus, the question is not about whether IKEA is wrong to promote anti-gay magician but whether IKEA is wrong to promote a magic show that talks about love, family ties and family values.
  • Ryan | 27 Apr 2015, 09:18 AM Agree 0
    From a branding angle, you wouldn't associate yourself with anyone that is contrary to your brand image. Therefore, IKEA, which prides itself in respecting diversity, partnering someone who has been actively promoting homophobia was not a smart move.
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