Sexual Orientation, CSR, and Workplace Policy at ECIG

Introduction: ECIG's CSR Opportunity

The Board of Directors of Electronic Cigarette International Group (ECIG) is at the forefront of advancing vaping technology and navigating dynamic cultural changes. The shift away from harmful tobacco smoke toward a cleaner, safer vaping experience positions ECIG to profit from progressive attitudes toward a technological approach to safer smoking habits. At the same time, ECIG has an opportunity to stake a position within corporate social responsibility (CSR) by addressing the shifting social attitudes toward sexual orientation.

This report argues that by embracing a CSR platform of diversity and inclusion for LGBT groups, ECIG can position itself as both a mainstream and an alternative-sector choice for lifestyle changes. The report provides an overview of academic analysis regarding sexual orientation and workplace environments and offers insight into how this subject affects ECIG both internally and externally. It also addresses organizational structure, implementation, and operational issues related to sexual orientation.

According to various national surveys, Americans and Europeans view issues related to sexual orientation — such as LGBT acceptance and gender identification — in markedly different ways. Some view it as a problem, perceiving homosexuals and women to receive unfair treatment from institutions and workplaces, while others view modern culture as more open and considerate toward sexual minorities. ECIG should consider its own stance in this delicate environment and determine how, according to recent surveys, it can best position itself within the changing culture and attitudes of the 21st century in order to profit and effect positive corporate social responsibility.

Public Attitudes Toward Sexual Orientation

According to viewers of contemporary television, there is much more acceptance, tolerance, and even support and promotion of gay, lesbian, and transgender individuals than there was a decade or two ago. The sexual preferences of individuals are no longer considered a taboo subject in popular media and are respected for the most part, as evidenced by audiences of shows such as Orange Is the New Black. These shows, which may serve as advertising platforms for ECIG, are available outlets for growing the company's footprint. It is therefore recommended that the Board not seek to alienate or disregard the LGBT community by ignoring its mainstream representations in popular media. On the contrary, ECIG should embrace such groups in order to extend its foothold in new and emerging cultural markets seeking to embrace alternative lifestyles — a positioning that aligns well with the ECIG brand.

On the other hand, sound CSR should acknowledge that some groups oppose mainstream LGBT programming on which ECIG might place advertising. Some critics view these shows as reinforcing stereotypes. Others, however, regard them as supportive of a sexual lifestyle that was once considered non-normative but is now broadly accepted (Calzo & Ward, 2009). Nonetheless, mainstream culture is responsible for producing a more homogenized view of sexuality, which helps to eradicate sexual prejudice (Calzo & Ward, 2009).

Other surveys reveal a more complex picture. As Herek (2002) demonstrates, while national surveys over the years have shown a less prejudiced attitude toward sexual minorities overall, a gender divide persists: women are less likely than men to hold prejudicial views toward sexual minorities. In Herek's survey, men are more likely to associate homosexuality with child molestation or sexual deviance. Religion and upbringing also play a part — respondents who identify as holding traditional values view homosexuality less favorably than those who consider themselves more liberal. This indicates that ECIG would do well to survey its own clientele in the UK, the United States, and continental Europe in order to assess consumer attitudes. By adjusting its branding and image to reflect those attitudes, ECIG will be better positioned to profit.

A third survey by Woodford, Levy, and Walls (2012) shows that denominational doctrine encourages sexual prejudice in a climate where mainstream values have demonstrably shifted toward acceptance and promotion, with the majority of individuals now viewing sexual minorities favorably. Their findings support those of Herek (2002) and those of Calzo and Ward, all of which collectively show that mainstream culture produces attitudes toward sexuality that stand in contrast to those produced by denominational doctrine.

Taken together, these national surveys indicate that sexual prejudice has declined significantly since the 1970s, and that today the majority of individuals accept sexual minorities without prejudice. This shift is largely attributed to the popularization of sexual minorities in mainstream media. However, sexual prejudice persists within traditional upbringings and doctrines rooted in religious institutions that take a less contemporary view of sexuality. Comparing and contrasting these surveys reveals divergent attitudes stemming from liberal, media-influenced orientations on one hand and traditional, doctrinally-guided orientations on the other.

With this in mind, the Board of ECIG should implement a strategy that acknowledges the modern embrace of sexual diversity and also recognizes how that diversity and alternative-lifestyle orientation aligns with ECIG's own branding — which appeals to individuals seeking a newer, safer way to smoke. Simultaneously, ECIG must remain aware that traditional values may still exist among certain consumer groups and should seek to appeal to both audiences separately rather than alienating either.

Gender, Career Success, and Workplace Equality

Regarding the structural implementation of workplace policies that respect sexual orientation, ECIG can build on the findings of scholars who report on this subject. As Perrewe and Nelson (2004) note, "women who enter the managerial and executive ranks are the first of their gender to do so, and they experience token status" (p. 368). Token status is something both genders must navigate as barriers between gender-specific roles and career advancement are broken down. The problem is that token status still means those who have broken this barrier for the first time must contend with "isolation, stereotyping and discrimination" (Perrewe & Nelson, 2004, p. 368). ECIG should promote the dismantling of gender barriers in Western countries where such advancement is encouraged by progressive societies.

In contrast, in Middle Eastern communities — where ECIG has partnerships such as with the Mansour Group in Egypt and seeks to establish a footprint once electronic smoking is legalized — the company should be more culturally aware of prevailing attitudes toward sexual orientation. In cultures where progressive views are established, ECIG's workplace environment should reflect this. In cultures where they are not, ECIG should respect the prevailing cultural norms if it intends to do business there. In cross-cultural organizations, there is no single approach to the workplace environment, as cultures frequently differ in their views. In the West, where diversity is more prevalent, acceptance of various sexual orientations can be actively promoted. In regions such as the Middle East, where traditional norms remain dominant, those norms should not be resisted within the internal organizational structure. For the time being, this represents the most practicable approach to managing cross-cultural impacts until less tolerant regions evolve through cultural diversification.

Research indicates that by the 21st century sexual orientation barriers will be significantly reduced compared to a century earlier, as "almost half the workforce will be comprised of women" (Igbaria & Chidambaram, 1997, p. 63). This reflects considerable advancement in women's workforce participation. However, because gender is currently being redefined by 21st century culture, it remains difficult to assess how readily all gender identities can achieve career success across every field. Discrimination laws have changed, but so have gender identifications — including those of transgender individuals who do not identify specifically as male or female and who may face particular challenges climbing the corporate ladder.

As Ng, Eby, Sorensen, and Feldman (2005) point out, organizations care about the career success of their employees just as much as individuals do, "because employees' personal success can eventually contribute to organizational success" (p. 367). Thus, gender issues may be less of an impediment than some suppose, especially in an era of greater equality. If an individual is qualified for a role, organizations are increasingly likely to hire that person regardless of gender identity or sexual orientation. Gender can still be a roadblock in fields where traditional barriers remain, but those fields are becoming fewer as more pioneers break them down, opening paths for future employees who should not have to worry about whether their gender will be a barrier to employment. Research shows that what matters most to employers is suitability for the role.

Studies show, however, that when it comes to equal pay, gender remains an issue (Orser & Leck, 2010). If individuals measure career success in terms of earnings, they may still find that gender affects their outcomes in certain cases. Operationally, this means that while ECIG can note that many barriers to securing a position have already been lowered, there is still distance to travel before discrimination based on gender is fully eliminated — even in progressive societies.