October 28 1996

ARTICLE TOOLS

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Christians, both conservative and liberal theologically, are showing an increased boldness in taking on corporate America's internal policies, charging they are unethical, antifamily, or anti-Christian.

Through the use of product boycotts, shareholder campaigns, and public shaming, Christian activists aim to motivate corporate executives to be more family-friendly, scrupulous, and responsible.

Two decades ago, concerned Christians focused their efforts on getting sexually explicit magazines off the shelves of convenience stores. Today, religious activists have stepped up their efforts by taking on some of America's largest corporations. These moral conservatives have also broadened their emphasis, going beyond such products as books, films, cigarettes, and alcoholic beverages to companies' internal policies and business practices.

OFF THE SIDELINES: No effort by Christians to focus on corporate responsibility has received greater attention than the growing boycott of the Walt Disney Company.

Herb Hollinger, a spokesperson for the 16 million-member Southern Baptist Convention—which in June voted to censure the entertainment giant—says, "Our people are sensing that, for whatever reason, there's been a decline in the civility and morality of America as a whole.

"So we're starting to get more active, like we maybe should have a long time ago. It's prompting more and more Southern Baptists to say we can't sit on the sidelines anymore."

However, as more Christians are moving off the sidelines, corporate executives are defending their turf:

—Disney executive Michael Eisner has commented that it is "foolish" and "extreme" for Christians to boycott the company because some of its products and policies are perceived as ...