In an inexplicable, indefensible marketing decision revealed last week, home improvement uber retailer Lowe’s pulled advertising from TLC’s new reality show “All-American Muslim.” The show captures the (very normal) daily lives of five Muslim families in Dearborn.

Lowe’s initial decision to advertise on the show should be commended. In the fracas that followed the decision to pull the ads, a spokesperson from  Lowe’s claimed the show’s promotors mischaracterized the show to the retailer when the ad buy was made and once they realized what the show contained, they reneged on their decision to advertise. But this is hard to fathom. Are we expected to believe they bought ad time for a show with the word “Muslim” in it without pretty thoroughly vetting the content?

What apparently really happened is that Lowe’s caved in to pressure from the Florida Family Association, which claims its goal is “improving America’s moral environment” and said the show amounts to propaganda that covers up the dangers of Islamic fundamentalism. The opposite, of course, is true. To defang Islam the way this program does is very threatening to right-wing hate groups, whose existence depends on ignorance.

On its website Lowe’s claims its “dedication to diversity and inclusion grows from the steadfast values of our employees and extends to every corner of our company. We draw upon the strength of collaboration, bringing together many unique individuals in the workplace and the community to better meet the needs of our employees and our customers. Recruiting, developing and retaining a diverse work force ensures a welcoming customer experience, enhances partnerships and strengthens community involvement … Lowe’s is committed to treating each customer, employee, community, investor and vendor with respect and dignity. Our Diversity Advisory Council, chaired by Robert A. Niblock, Lowe’s chairman, president and CEO, meets regularly to provide oversight and direction on the progress of diversity and inclusion initiatives at Lowe’s.”

These words ring hollow with Lowe’s decision to pull its ads.

The ad space is apparently no longer available. And that is an important fact. The other advertisers and other companies have rallied around the show. And a diverse group of people was offended by the decision, not just Muslims. Many of them have expressed their support and it has been much appreciated.

Still, Lowe’s needs to clarify what happened and how, and to put policies in place to prevent another such occurrence. The pages of this newspaper are open to them for that purpose. By way of restitution, there are many worthy projects in the Muslim community waiting for support. 

American Muslims and all people of conscience who were offended by the action need to make plain their refusal to cooperate in any way with a corporate giant whose suppport of diversity and inclusion is in words only.