Target: Founder and CEO of Sport Clips salon chain Gordon Logan
Goal: Remove sexist advertisements featuring attractive women catering to male customers.
Sport Clips goes to great lengths to make sure that the public knows that their hair salons are for men only. Their advertisements often feature attractive young women catering to male customers or infer the stereotype of men being stronger or more in control than women. An Indiana location even ran a transphobic advertisement that crudely depicted multiple genders at a urinal. While it is illegal for the chain to bar women from their stores, it is clear that women’s business is not a market they care for or seek.
From their very first impressions, Sport Clips already excludes the female population just with their slogan, “It’s good to be a guy.” Women are not completely absent from their advertising, of course, but are only depicted in the stylist’s role or as the damsel in distress. Despite their central theme around sports and specialization in men’s style hair, this doesn’t mean in any way that there are not women who enjoy sports or enjoy having short haircuts that are seen as masculine. Nobody should support a company that discriminates against its customers and employees, so tell Sport Clips that you refuse to support their business until they are welcoming to everyone despite their gender or sexuality.
Dear Mr. Logan,
Sport Clips caters to a very specific market, one mainly consisting of straight, young males with short haircuts. However, your ads have bordered on discrimination that I personally am offended by. It began with an exclusion of women, and even spread into full-blown transphobia with an inappropriate spread ad in Indiana that inferred discrimination against transgender or agender peoples.
I understand your monetary motivation to grab the attention of your target audience, but there are countless other ways to do so without making the rest of your audience uncomfortable and solidifying old stereotypes that perpetuate discrimination. I will not support or give business to a company that supports and solidifies sexism in modern culture, which I feel your advertisements are currently doing. The only way I will ever feel comfortable with continuing to let your business thrive, let alone offering it support or business, will be when the sexist and transphobic discrimination is removed from your television ads, billboards, and slogans.
[Your Name Here]
Photo credit: Social Woodlands