Sexual Orientation Issues Impacting Electronic Cigarette International Group The Board of Directors of Electronic Cigarette International Group (ECIG) is at the forefront of advancing vaping technology and dynamic changes in culture. The shift away from harmful tobacco smoke to a cleaner, safer vaping experience puts ECIG in position to profit from progressive attitudes towards a technological approach to safer smoking habits. At the same time, ECIG has an opportunity to stake a position within corporate social responsibility (CSR) in terms of addressing the shifting changes in social attitudes towards sexual orientation. This report will show that by embracing a CSR platform of diversity and welcome to LGBT groups, ECIG can position itself to be both a mainstream and alternative sector choice for lifestyle changes. This report will provide an overview of academic analysis regarding sexual orientation and workplace environments and give insight into how this subject affects ECIG both internally and externally. It will also address organizational structure, implementation and operational issues related to sexual orientation issues.

According to various national surveys there a different ways in which Americans and Europeans view issues related to sexual orientation -- such as LGBT acceptance and gender identification. Some view it as a problem, with homosexuals and women receiving what is perceived to be unfair treatment from institutions and workplaces; whereas others view modern culture as being more open and considerate to sexual minorities. ECIG should consider its own stance in this delicate milieu and see how, according to recent surveys, it can best position itself in the changing culture and attitudes of the 21st century in order to profit and effect positive corporate social responsibility.

According to viewers of contemporary television shows, there is much more acceptance, tolerance and even support and promotion of homosexuals, lesbians, and transgenders and women than there was a decade or two ago. The sexual preferences of individuals is no longer considered a taboo subject in popular media and sexual preferences are respected for the most part, according to individuals who watch shows such as Orange is the New Black. These shows, which may serve as advertising streams for ECIG, are available outlets for growing the company's footprint. Therefore, it is recommended that the Board not seek to alienate or disregard the LGBT community by ignoring its mainstream representations in popular media. On the contrary, ECIG should embrace such groups in order to extend its foothold in new and emerging cultural markets looking to embrace alternative lifestyles. The ECIG lifestyle is an appropriate fit.

On the other hand, good CSR should consider that some groups opposed mainstream LGBT shows, for which ECIG might place advertising. Indeed, some proponents view these shows as reinforcing stereotypes. However, others view them as being supportive of a sexual lifestyle that used to be considered non-normative but is now viewed as acceptable (Calzo, Ward, 2009). Nonetheless, mainstream culture is responsible for effecting a homogenized view towards sexuality, which helps to eradicate sexual prejudice (Calzo, Ward, 2009).

Still, other surveys reveal a different side to the issue of sexual orientation and changes in workplace and cultural attitdues. As Herek (2002) shows, while national surveys over the years have revealed a less prejudiced attitude towards sexual minorities, there still remains a gender divide on the issue with women being less prejudicial towards sexual minorities than men. In Herek's survey of prejudicial attitudes, he finds that men are more likely to view homosexuals as akin to child molesters or people with a sexual deviance. Also, religion and upbringing plays a part in how respondents view sexuality and whether they are likely to have any degree of sexual prejudice. Herek's survey shows that individuals who identify themselves as having traditional values look less favorably upon homosexuality than individuals who consider themselves to be more liberal. This indicates that ECIG might do well to survey its own clientele in both the UK and the U.S.A. as well as in continental Europe in order to assess the attitudes of its consumers. By adjusting its own branding and image to meet that of its consumers, ECIG will position itself to profit.

At the same time, ECIG's workplace environment should be considerate of sexual orientation as sex preferences are now something to be accepted rather than viewed as taboo. Cultural changes have through the promotion of popular media effected more accepting attitudes, which should be reflected in ECIG's work culture.

A third survey by Woodford, Levy and Walls (2012) shows that denominational doctrine is responsible for encouraging sexual prejudice in a climate where mainstream values have...

Their survey supports the conclusions made by Herek (2002) based on his surveys, and it also supports the findings of the survey conducted by Calzo and Ward, which shows that mainstream culture produces attitudes towards sexuality that are at variance with those produced by denominational doctrine.
These national surveys regarding the sexual orientation of Americans and Europeans show that sexual prejudice has declined since the 1970s so that today the majority of individuals accept sexual minorities without prejudice. This attitude shift is attributed to popularization of sexual minorities in mainstream media. However, other surveys indicate that sexual prejudice is still part of traditional upbringing and doctrines that stem from religions which take a less modern view of sexuality. Such surveys, when compared and contrasted reveal different attitudes about sexuality stemming from different camps, whether those camps are more liberal and enlightened by popular culture or more traditional and enlightened by doctrines established by churches, synagogues, and social groups.

With this in mind, the Board of ECIG should implement a strategy that acknowledges the modern embrace of sexual diversity and should also be aware of how this diversity and alternative lifestyle approach ties into the alternative lifestyle branding of ECIG which appeals to individuals seeking a newer, safer way to smoke. Simultaneously, ECIG should be aware that traditional values may still exist among consumer groups and so the company will not want to alienate these groups either, but work to appeal to both separately.

Regarding the structural implementation of workplace policies that respect the sexual orientation of workers, ECIG can build on the findings of scholars who report on this subject. For instance, as Perrewe and Nelson (2004) note, "women who enter the managerial and executive ranks are the first of their gender to do so, and they experience token status" (p. 368). Token status is something that both genders must deal with as barriers between gender-specific roles and career development and success are broken. The problem is that token status still means that individuals who have broken this barrier for the first time for their specific gender must deal with "isolation, stereotyping and discrimination" (Perrewe, Nelson, 2004, p. 368). Thus, it is hard for individuals to achieve career success by breaking down gender walls, though it can be done. ECIG should promote the breaking down of gender walls in Western countries where such advancement is promoted in progressive societies. On the other hand, in Middle East communities, where ECIG has partnerships with Mansour Group (in Egypt for instance) and looks to establish a footprint when electronic smoking is legalized, it should be more culturally aware of this separate culture's attitudes towards sexual orientation. In cultures where progressive views are established, ECIG's workplace environment should reflect this. In cultures where it is not, ECIG should respect the prevailing culture of this community if it seeks to establish its business there. In cross-cultural organizations, there is not just one way to approach the workplace environment, as cultures often have different views. In the West, where diversity is more prevalent, acceptance of various sexual orientations can be promoted. In regions like the Middle East, however, where traditional norms are still dominant, hegemonic norms should not resisted but promoted within the internal organizational structure. For the time being, this will be the best and most decisive way to deal with cross-cultural impacts until intolerant regions change through cultural diversification.

Research shows that by the 21st century, in fact, sexual orientation barriers will be significantly less than a century before, as "almost half the workforce will be comprised of women" (Ibaria, Chidambaram, 1997, p. 63). That means much advancement has been made in terms of women being able to work in the workplace. However, because gender is a term that is currently being redefined by 21st century culture, it is difficult to determine how possible it is for genders to achieve career success no matter what the career. For instance, discrimination laws have changed but so have gender identifications. So there are now transgenders who do not identify specifically as male or female and they may face problems climbing the corporate ladder.

However, as Ng, Eby, Sorensen, and Feldman (2005) point out, organizations care about career success of individuals just as much as individuals do "because employees' personal success can eventually contribute to organizational success" (p. 367). Thus, gender issues are not so important as…