If you are waiting in-line at a grocery store you are guaranteed to be bombarded by flashy magazines. These magazines are often, if not always, an assault on the senses. They are visually disturbing with pictures of scantily clad women and men. Not only that, the headlines and featured articles promote gossip and obsession about sex, weight-loss, image and power (unfortunately those topics all seem to go hand in hand).
It is interesting that these magazines are a temptation for women. On a first glance you would think that it would only be visually tempting for men (which they are). However I admit, and know many other females that would concur, that each time again I have to choose to refuse to look at or read the covers of these magazines. They are there for a reason. And it is not uncommon to see women spontaneously buy the latest glossy bit of smut. In fact, that is the very reason they are displayed there. To add to the problem, women who are grocery shopping are often accompanied by their small children.
Enough is enough
As a family living in Lethbridge (at that time) we witnessed this onslaught of images and ideas each time we shopped. It often bothered me that this was practiced by companies that received so much business from Christian families like ours, who did not want to see these magazines at all.
One particular day my husband was shopping at the Lethbridge Save-On-Foods. He saw a young boy (maybe seven or eight years old) waiting in line with a parent. This child happened to be at eye-level with a Cosmopolitan magazine and out of sheer curiosity was staring at it. The cover featured a woman pulling her shirt wide open to reveal herself wearing only a white lacy bra. Now we all know the power of images and how hard they are to purge from your mind. And we all know the vulnerability of a young school-aged mind. And so when he told me about it I felt physically sick. I had had enough.
The next time I was in the store I went from the checkout to the customer service counter and filled out a comment card. I briefly described what had been seen and suggested that they also would probably not care for their eight-year-old to see these images. I requested that the magazines be removed. If that was for some reason impossible I asked that they provide a family-friendly checkout that did not have the magazines.
Quite a response
It was very encouraging to receive a personal phone-call from the local store’s manager a few days later. He said that he agreed with me but then apologized that he could not change the store’s layout. Apparently every Save-On-Foods across Canada follows the same design and this layout is dictated from the head office. However he provided me with the email for the national customer service centre and offered to also contact them to add his support to my suggestions.
Soon after, I sent an email to the head office with my concerns, suggestions and contact information. I then forwarded the email I had just sent to friends and family so that they could also send a similar email. After all, the more response that Save-On-Foods would receive the better. Right?
A few weeks later a manager from the Overwaitea/Save-On-Foods head office phoned our home. He spoke with my husband and (at that time) agreed that something should be done. He offered to initially contact some of the magazine companies to see if the covers could be improved. If this wasn’t possible then he would look into cascading them or removing all or some of them from the checkouts. He let us know that it would likely be a few months before we would see any changes in the stores. It was once again a very encouraging response. We were looking forward to seeing what changes would take place.
Unfortunately, since then we have not noticed any significant change. The store in Lethbridge did provide one checkout aisle where they put a plastic cover in front of just one of the magazines (Cosmopolitan) so that only the cover was showing. However, this was the only change and on one’s first glance for a free checkout it was impossible to notice this. We waited for a few months like the manager had suggested but we did not see any other improvements.
After that waiting period I sent a follow up email to see if anything was going to be done but I did not receive a response. My husband called again two months after that and was able to speak with the same manager. Unfortunately he was no longer so helpful. It was very disappointing to hear that they have no plans to standardize the idea of family friendly checkouts. According to him, the store is “not in the business of censoring.” They believe that most customers are not upset by the magazines being there and that they are serving their customers. He also reported that one of the stores in Abbotsford, B.C. does provide family friendly checkouts but he refused to provide any suggestions on how or if they could be implemented at other stores.
Not the end?
I suppose the reason is obvious. When it comes to consumerism, the almighty dollar writes the rules. The magazines are there because they rely on impulse buyers. The customer service team simply has not felt enough pressure to change. So the next logical step is for more customers to step forward. After all, how do you feel when you notice an innocent eight-year old staring at the cover of Cosmopolitan? If one comment card and one email could create a stir like this just think what could happen if more of us step up to the plate!
Things we learned from this
1) Follow up, follow up, follow up. Keep the contact information of every person you spoke with in the issue so that you can speak to the same person again. Be sure to let them know in your email or phone call that you plan to contact them again.
2) Set a date. Write on your calendar when you are going to contact them again. Life is busy so it’s easy to forget how much time has gone by.
3) Get more people involved. A message is always stronger if it is spoken by more people. The decision makers need to know that they are serving more people by changing the status quo.
4) Offer your assistance. Ask how you can continue to help with this so that the decision makers don’t feel it’s all placed on their shoulders. They are also busy and they may feel more disposed to help you if you are also helping them.
Below is the email sent to the Customer Service Team:
To whom it may concern,
I am a resident of Lethbridge, Alberta after moving here from Langley, B.C. and I work as a physiotherapist in the local area. I have been a long time shopper at Save-On-Foods in Langley and now here in Lethbridge and I have been very happy with most of the service.
However I have always been disturbed by the magazine displays at the checkout aisles. There are always glossy magazines with full front cover stories that include pictures of very scantily clad women. If they are not in a very tiny bathing suit that shows most of the breast, they are in a dress that reveals almost as much. Recently there was even a full cover picture of a woman pulling her shirt open and holding it open to display her breasts barely covered by a lacy bra.
Now I have no need to see these, what I would consider pornographic, pictures. I realize that as an adult I can choose to turn my head away, which I do, but it becomes even more of a concern to me when I see a small child of 7-8 years old peering at the cover of Cosmopolitan which has been put right at his eye level. Would you want your child perusing the cover of Cosmopolitan? How confusing for our kids to be taught about people’s privacy at home and then to be bombarded by these images at the local grocery store.
As a leading business group in Canada I would highly encourage you to rectify this situation, to make a moral stand and refuse to have those magazine covers take over your checkout aisles. Customers know where to find them in the magazine section. There is no reason to have them at every aisle. It is a disgrace to an upstanding business such as yours. Why sponsor this industry?
If somehow the increased magazine sales trumps that decision, I also have a few suggestions: You could opt to display the magazines in a cascading order so that only the title is visible as opposed to the entire cover. Alternatively you could offer “family friendly” checkout aisles which do not have the magazine displays.
I can not express how grateful I would be to see the change occur. Please take the time to consider these suggestions. I appreciate hearing back from you regarding this email.
This was first published as “One comment card and one email” in the October 2008 issue of Reformed Perspective.