BLACK TIE DINNER TO HONOR JCPENNEY FOR DIVERSITY EFFORTS

This year’s Black Tie Dinner will honor jcpenney with the Black Tie Dinner Media Award, given in recognition of positive and increased awareness of gay, lesbian, bisexual and transgender issues and equality in the media. Held on November 3 at the Sheraton Dallas Hotel, the 31st annual Dinner benefits the Human Rights Campaign Foundation as well as gay, lesbian, bisexual and transgender supportive organizations that collectively provide services to more than 135,000 individuals annually in the North Texas area.

“The Black Tie Dinner Board is thrilled to honor jcpenney for their efforts in supporting the GLBT community,” said Black Tie Dinner Co-Chair Chris Kouvelis. “jcpenney leaders have an incredible vision for the future and are completely reinventing their stores to become a place where everyone feels welcomed and appreciated. As a company founded on the Golden Rule, jcpenney makes it a practice to treat all people with the respect they deserve.”

As part of its transformation efforts, jcpenney hired comedian and talk show host Ellen DeGeneres as their company spokesperson. A former jcpenney employee – one of her first jobs was working at a jcpenney store in Metairie, Louisiana – Ellen is helping to bring the jcpenney story to life through a unique partnership that combines her light-hearted humor with jcpenney’s shared sense of values.

As jcpenney focuses on being a store for all Americans, the Company is also ensuring that its marketing reflects the diversity of today’s families. jcpenney’s direct mail books this year have featured spreads of mothers and fathers of diverse backgrounds, including real life same sex couples.

The Company’s commitment to diversity goes beyond its marketing efforts. jcpenney supports a variety of employee affinity groups, including PRIDE. Comprised of engaged jcpenney GLBT employees and straight allies, the group is focused on develop understanding and respect for the GLBT community. jcpenney also has a history of earning top scores on the Human Rights Campaign’s Corporate Equality Index, which measures employers on their treatment of GLBT employees and consumers

Black Tie Dinner Co-Chair Mitzi Lemons called the Black Tie Media Award “a testament to jcpenney’s focus on diversity and the importance of valuing and celebrating the unique contributions of every team member.” Lemons said jcpenney has “demonstrated over and over how fostering an inclusive culture allows them to attract and retain the best talent in retail.”

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