Image source: Sean via Flickr
Many large corporations terminated relationships with the National Rifle Association (NRA) following the Parkland, FL, high school shooting that left 17 people dead. Most companies, such as MetLife, Delta, United Airlines, Avis Budget Group, Hertz, Alamo, and Enterprise cut ties with the NRA by ending discounts offered to NRA members.
“Unless you’re in an adjacent industry like hunting, having a public connection with the NRA is” highly detrimental to a brand, Aaron Kwittken, CEO of Kwittken, a corporate brand reputation and crisis management agency, told USA Today.
While ending discount programs won’t significantly most bottom lines, Dick’s Sporting Goods decision almost certainly will impact its sales. Dick’s announced that it will stop selling assault weapons and would no longer sell guns to people younger than 21. The retailer had already removed assault-style rifles from Dick’s stores after the Sandy Hook massacre, but will now remove them from sale at all 35 Field & Stream stores.
Dick’s CEO Takes a Stance
Dick’s said it had legally sold a shotgun to the Parkland shooter last November. “It was not the gun, nor type of gun, he used in the shooting. But it could have been,” said Dick’s Chairman and CEO Edward W. Stack in a media statement. “Clearly this indicates on so many levels that the systems in place are not effective to protect our kids and our citizens. We believe it’s time to do something about it.”
Dick’s went a step further. Stack urged elected officials to enact gun reform, such as banning assault-style firearms, high-capacity magazines and bump stocks, raising the minimum age to purchase firearms to 21, strengthening background checks, and closing gun sale loopholes.
Walmart announced it will increase its minimum age for purchasing firearms to 21. It stopped selling assault-style rifles in 2015 and does not sell bump stocks or high-capacity magazines. It will also remove from its website items that closely resemble assault-style weapons.
More Corporate Purpose-Driven Actions
Purpose-driven actions like Dick’s decision are becoming more common, experts point out.
“It’s a welcomed change: leaders willing to put their values forward, look at the long-term consequences of their practices and the interplay between business and community, and take responsible steps – even if it proves to be counter to their own best interest or introduces risk in the short-term,” writes CNBC contributor Megan Kashner, professor at Kellogg School of Management at Northwestern University.
The teen-aged survivors of the shooting have proven to be effective advocates for gun control. They have organized protests and marches and rallies and raised millions of dollars for future events, given speeches and interviews, written op-eds, debated pro-gun politicians and activists and protested and lobbied at the Florida legislature. They’ve expertly spread their message through social media with the hashtag #NeverAgain. Their poise, determination and media skills won praise from observers.
“These kids are masters of social media. They aren’t going to take any crap from the kooks and trolls,” says Michelle Cottle at The Atlantic.
“We have tremendous respect and admiration for the students organizing and making their voices heard regarding gun violence in schools and elsewhere in our country,” says Stack.
Bottom Line: Many companies cut ties to the NRA due to worries that associating with the group could damage brand reputations. Most notably, some retailers restricted sales of firearms and implored law makers to approve gun control legislation. Their decisions highlight the growing trend of corporations taking stances on political and cultural issues.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
