Ah, Highlights magazine, a nostalgic staple from my own childhood! Naturally, when my son brought home a subscription form, I couldn’t resist signing him up. However, it seems not much has evolved since the 80s—not even their grasp on what constitutes a family.
Fast forward to 2016, where same-sex marriage is legal across the United States and adoption by same-sex couples is also allowed. So, when I stumbled upon Highlights Magazine’s bewildering response to a customer suggesting they include LGBTQ families, I could hardly believe my eyes.
The outrage was instantaneous, and rightly so. Highlights quickly realized that suggesting a gay couple needs to “figure out” how to be included in their audience was, quite frankly, absurd. They swiftly worked to make amends.
They even posted an apology on their website: “Recently, Highlights for Children has received numerous comments regarding the representation of LGBTQ families in our magazines. Our initial response didn’t reflect our values or intentions, and we sincerely apologize. We assure you that we are listening.”
Now that’s a solid start.
Their statement went on, “Our mission remains unchanged: to help kids become curious, creative, confident, and caring. Yet, we recognize that we are evolving, perhaps at a pace that appears too slow to some.” Yes, indeed.
They continued, “We acknowledge that all families matter. Love is the core component of family, and this dialogue has opened our eyes to the need for greater representation in our publications. We’re committed to making this a reality in future issues.” Thank you, Highlights!
This is how brands should respond when they fall short—by listening and adapting. Their initial reply was pathetically out of touch. It essentially communicated that they were worried about alienating a segment of their audience that opposes gay marriage. In other words, they were trying to please everyone but ended up pleasing no one.
One insightful parent said it perfectly on the Highlights for Children Facebook page: “I’m used to not seeing families like mine in media, so Highlights’ omission didn’t stand out until now. You have a choice to make, and I hope you choose wisely.”
This is a prime chance for Highlights to help parents educate their children on diverse families. If a child sees a story about a girl with two moms, a simple explanation from a parent can clarify: “That’s right, some families have two moms.” If a child is curious about two women being partners, the answer is simple: “They love each other.” Kids are naturally open-minded unless they’re taught otherwise.
Now, I face a more challenging conversation with my daughter about whether she wants to keep her Highlights subscription. It’ll ultimately be her decision, but I dread the idea of her choosing between her beloved magazine and supporting a stance against equality.
Let’s be clear, Highlights: if bigots decide to boycott your brand, that’s a cross you’ll have to bear. You can’t cater to hateful views without alienating decent, inclusive people. We’ll be watching to see if you genuinely commit to inclusion. Because even if it’s just a $30 subscription, I refuse to support a publication that chooses not to represent families I cherish.
For more insights on family diversity, check out this article on our other blog about home insemination. Also, if you’re looking for ways to boost fertility, Make a Mom has some great advice. And for a deeper understanding of fertility matters, Science Daily offers excellent resources.
Summary:
Highlights Magazine faced backlash for their inadequate response to customer inquiries about LGBTQ representation. While their initial reply was disappointing, they have since issued an apology and committed to better inclusivity in their publications. This situation highlights the importance of brands listening to their audiences and evolving to represent all families.