110 years ago, JCPenney opened their doors as one of the nation’s first department stores. Its founder, James Cash Penney, created the company based on a golden rule that has been followed to this day:
“We’re simply going to treat people as we’d like to be treated ourselves. Fair and square.”
JCPenney was never interested in being the biggest or flashiest store. Their goal was to be America’s favorite store. They have even designed a new logo to reflect their values.
The shape of the logo represents their “fair and square” philosophy,
along with its patriotic colors which embrace American values.
The company recently chose Ellen DeGeneres as their spokesperson. They were excited to have her on board, especially since one of her first jobs included working at a JCPenney store in Louisiana. She has been making Americans laugh for over two decades, using a tasteful sense of humor that can be appreciated by people of all ages. Unfortunately, some people were unhappy with this decision simply because Ellen is gay. A group of people even asked for JCPenney to remove her as their spokesperson.
JCPenney did not give into public pressure and stood up for what they felt was right. Ellen was chosen as a representative because of her positive and respectful demeanor, and being gay had nothing to do with that choice. JCPenney continues to stick to their original values, which include treating everyone fair and square. Any customer is welcome at JCPenney, regardless of their sexual orientation, religion, political beliefs, race, economic background, or any other factor.
“I want to be clear and here are the values that I stand for. I stand for honesty, equality, kindness, compassion, treating people the way you want to be treated, and helping those in need. To me those are traditional values. That’s what I stand for.” -Ellen DeGeneres
This screenshot was taken from JCPenney’s Facebook wall.