By silicon.com, 16 May 2005 17:45
Don't mention gay rights in Redmond. Microsoft devotes considerable resources to fielding awkward questions about all sorts of technologies and all sorts of complex business issues but the past few weeks have probably seen an equal amount of calls come in about the company's stance on this subject.
It started with a Washington state bill tackling discrimination against homosexuals in the workplace. Even then, Microsoft's neutral stance on the subject may have raised few eyebrows. But then the software company seemingly flipped its position to return to backing the gay rights bill - perhaps swayed by campaigners on either side of this debate.
While many of us feel there is no debate here: that discriminating against someone on the basis of their sexuality - just like prejudice on the basis of gender or race - is plain wrong, those who petitioned Microsoft with their emails and in blogs seemingly had an effect.
A column in a recent edition of the Wall Street Journal suggested that this may not be the end of the matter. It recalls how the consumer goods giant Procter & Gamble was seemingly convinced to alter its anti-discriminatory stance by a concerted campaign. That campaign didn't just involve a product boycott but, some would say, resulted in advertising being pulled from such subversive shows as 'Will and Grace' and 'Queer Eye for the Straight Guy'.
Now the point of this article isn't to dwell on gay rights. Rather it is to consider whether a boycott - by any well-organised group - could have an effect on a tech giant such as Microsoft? After all, buying an operating system doesn't have much in common with buying shampoo.
Also, what are the alternatives? There is other software out there but the choice isn't as plentiful as in areas such as consumer packaged goods.
Our bet is that this may mean an uncomfortable ride for Microsoft, at least in the US. It will be forced to take a stance and stick by its position - a lesson it must now have surely learnt.
But in terms of the bottom line, it is doubtful whether a boycott or smear campaign will have much effect. Tech may be known for its ranks of economically conservative execs but those same higher-ups are often socially liberal.
Microsoft has the deep pockets and the nous to weather this storm. We hope it holds firm.
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