Eharmony lgbt
Product details
Abstract
This case invites you to devise a short- and long-term strategy for the future of eHarmony, an on-line dating company that refuses to make queer matches. The company is faced with both a civil complaint and a class-action lawsuit, and must act quickly to diffuse the situation by enabling same-sex matches within its flagship site, launching a new ''niche'' site exclusively for same-sex matches, or taking some other yet-to-be-determined course. After providing a history of the business - including its associations with the conservative Christian group Focus on the Family - this case also situates eHarmony in the on-line dating landscape by summarising the main strategies of the other major players, including Chemistry.com, a site appealing to the LGBT market by explicitly highlighting eHarmony''s discriminatory practices. The case asks you to respond to both the immediate legal and public relations threats by devising a short-term strategy at the matching time you must resolve the future direction of the company by crafting a long-term plan for same-sex matching by eHarmony.
eHarmony's new inclusive ads are enraging some on the right
Once viewed as unwelcoming to the LGBTQ group, popular online matchmaker eHarmony has gone through a queer-friendly rebranding of late.
The site, which boasts more than 2 million messages a week, began offering same-sex matches in 2019. This winter, it launched its first queer-inclusive commercial, featuring a lesbian couple.
The ad, “I Scream,” is part of eHarmony’s current “Real Love” campaign and opens on a female couple in their kitchen. In between kisses, one miss tastes her partner’s cooking and makes it evident she’s not a fan. The pair wind up on the couch enjoying a pint of ice cream and going in for another peck.
“Being truthful with each other,” a voiceover announces. “Saying yes to great ideas. eHarmony — here for authentic love.”
Gareth Mandel, chief operating officer at eHarmony, told NBC News it was important that “our ad campaigns, our platform, and everything else we execute accurately reflect what concrete love, real dating and real relationships look favor both today and always.”
“We’ve spent substantial time recently bringing our entire team together to formalize a company mission and beliefs statement
Christian group blasts eHarmony for ‘glorifying sin’
By Anugrah Kumar, Christian Post Contributor
The prominent online online dating service eHarmony is facing backlash from the conservative Christian group One Million Moms for its recent LGBT-inclusive advertisement featuring a lesbian couple in a domestic setting.
The commercial is part of eHarmony’s “Get Who Gets You: Friendly Laundry” campaign, which, One Million Moms says, is “normalizing and glamorizing the LGBTQ lifestyle.”
In the commercial, a lesbian couple is shown intimately lounging on a couch, their legs entwined and heads close together. As the laundry cycle completes, one of the women stands to collect the clothes while her partner sprawls on the bed. The scene continues with the first woman carrying the warm laundry to the bedroom. Standing next to the bed, she playfully cascades the laundry over her partner, then bends down for a smooch, hidden amid the clothes.
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Throughout the advertisement, “Lost in Love” by Toodlum Barker & Emil Lomax sets a romantic tone
‘One Million Moms’ Rages Over eHarmony Ad Featuring Lesbians
The anti-LGBTQ entity One Million Moms has already found a unused source of outrage in the new year.
The aim of the group’s latest ire is a 30-second commercial from the online dating site eHarmony featuring an interracial lesbian couple, including a woman with a shaved head, which One Million Moms says is an attempt to “glorify sin.”
In the ad, the couple are holding one another on the couch while watching their washing machine and dryer. After the dryer chimes, one woman gets up to remove the laundry from the dryer while the shaved-head woman jumps into bed, spreading out her arms and taking up space.
The partner then brings the laundry basket full of warm clothes and empties it onto her partner, completely covering her body except for a portion of her face. The partner kisses her on her forehead — one of the few areas left exposed from under the laundry pile. The commercial ends with the shaved-head female smiling and a narrator saying, “Get who gets you. eHarmony.”
But One Million Moms isn’t happy with an
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