It’s no secret that Wal-Mart has benefited from the failing economy; it also did a very nice job recently with a promotion helping families pay for Thanksgiving dinner.

Now that the company has agreed to pay $640 million to settle over 60 wage-related lawsuits, I see an opportunity for Wal-Mart to reconstitute its image.

While 42% of Americans (as of 2006) say they shop at Wal-Mart at least once a month, there is at least 14% of U.S. consumers who consider themselves “conscientious objectors” to the retailer based on its employment, charitable and other policies.  And it’s probably safe to say that at least a portion of that 14% consists of parties that can capture an inordinate amount of media attention such as local governments and retailers, unions, prosecutors and others.

So with its successful new tagline “Save Money. Live Better,” will Wal-Mart seize what I see as a window of opportunity to change some of its policies and win over its detractors?  Pay-outs like $640 million are a drop in the bucket for Wal-Mart:  there’s a lot the company could do (and spend) to ensure that it comes out smelling much sweeter once the economy turns around. 

Consumers need a savior right now:  will Wal-Mart go out of its way to step up to the plate?

Wal-Mart