From one perspective, it was a failure. CFA made money, a lot of money, from all the attention (at least for now). Like the Starbucks boycott in response to their support for gay marriage equality, it made one thing clear: a company that has a loyal following among some base (whether college liberals or right wing Christians) will receive overwhelming support in the face of a boycott by their enemies.
But that does not make the boycott a failure. That line of thought misses the real purpose of the boycott.
In some conservative circles, the topic of discrimination laws sometimes comes up. Should employers be banned from discriminating against customers on the basis of race? No need, say some, because no one would go to a restaurant that refused to serve black people.
But here's the important part: that requires a specific cultural atmosphere. A cultural atmosphere that does not approve of racism.
Boycotting Chik-Fil-A is not an economic punishment. It is a message, one that creates a cultural atmosphere, one that says homophobia is not okay. I want to live in a society that collectively frowns upon homophobia, in the same way it frowns upon all sorts of terrible -isms (racism, antisemitism, sexism, ... -ism).
I would not eat at a restaurant that officially stood against interracial marriage. I would not shop at a store that opposed women's suffrage.
And I would not want to live in a society in which people did.
You should know that I have lived my whole life in Tennessee, so I have friends who will adamantly disagree with me. They went to Chick-Fil-A on August 1, just to show their support. If you think I will cut off all contact with these people because they believe homosexuality is a sin, then think again. I have no reason to cut off discourse, or marginalize those who disagree with me. They could be adamant racists, sexists, homophobes, anything, and I still wouldn't.
That does not prevent us from creating a cultural atmosphere that doesn't tolerate homophobia. Chick-Fil-A is not a friend we can invite over for dinner, converse with, and build a relationship with. It is a large, monolithic corporation that spends thousands of dollars on a homophobic agenda. Boycotting them, and other companies and groups, is not the same as marginalizing individuals. Just because you would refuse to do business with a deeply racist business, that doesn't mean you can't build a relationship with, and engage in constructive dialogue with an individual to try and positively influence how they think about things.
The last century has been a progressive one. We have seen more extraordinary advances in civil rights than any the world has ever seen, and everything points to that trend continuing with gay rights. Key Republican leaders are changing their minds on gay marriage, wanting to be on the right side of history. Even far right Christians have adjusted their rhetoric, from fire and brimstone diatribes to a genuinely compassionate, if misguided, outreach. Homosexuality is becoming accepted, and one day, homophobia will be deeply regretted, its proponents seen as misguided at best, and bigoted at worst .
As one of many of the tides of history, it probably can't be stopped. But it can be helped along by you, me, all of us, actively and consciously embracing the fact that homosexuality is good, and homophobia is wrong.
Chick-Fil-A believes the opposite to be the case. So if you get a chance, talk with Dan Cathy over a cup of coffee. Try to be a positive influence on his thinking about homosexuality. But don't eat at the restaurant he runs.
