RALLY’s Hot Take: Corporate Leadership on Guns
By Salman Akhtar and John Vitzileos
The shooting at Marjory Stoneman Douglas High School last month left 17 dead, 14 wounded, too many families grieving, and a country asking, “How could this have happened again?” Much of what followed has sadly become familiar: #thoughtsandprayers, #toosoon and, stunningly, legislative maneuvering to loosen gun control laws. However, some of what followed was new: a burgeoning student-led movement, and corporate brands responding to the moment — and pressure — by distancing themselves from the NRA and taking a (sometimes new) stand on how they will contribute to reducing the number of guns in Americans’ hands.
#BoycottNRA — an online call to action led by student survivors — was instrumental in 20+ brands ending their discounts and preferential services for NRA members.Young people increasingly demand that brands stand for their values, and they bring the power of their wallets with that demand. Among the now dozens of brands that heeded the call to stand against the NRA and with gun violence prevention activists, we are particularly interested in Dick’s Sporting Goods. The company announced they would stop selling assault-style rifles and raise the buying age for any firearm to 21. Other companies such as Walmart, Kroger and L.L. Bean, followed suit.
“Thoughts and prayers are not enough.” -Dick’s CEO Edward Stack
Dick’s response wasn’t uncomplicated — they’ve been here before — and ultimately they’ll be accountable to the extent of their follow through. But at face value, their response was spot-on and offers good lessons for other brands interested in (or being forced by their consumers to consider) wading into hot political issues. Here are some of those lessons:
1.Silence is Not An Option. The Parkland shooter recently bought a shotgun from a Dick’s store. It was neither the gun nor the type of gun used in the attack, so Dick’s had a choice: stay silent or go proactive. Contrary to traditional thinking on brands’ best bet, Dick’s chose the latter. Wading into the gun control debate with both feet was a calculated risk, but so was staying silent on the matter. About a tenth of Dick’s business is in the hunting category, which includes guns, but the majority of its business is in youth sports equipment. Their calculated risk seems to have paid off. According to data by Sprout Social, tweets mentioning the brand jumped a whopping 12,000% and of the nearly 350,000 tweets, 79% showed a positive sentiment.
The lesson for other brands? Throw conventional wisdom out the window and don’t be afraid to speak up for your values. Millennial and Gen-Z buyers do not just expect companies to take stances on pressing social and political issues, they demand it. According to the most recent Edelman Trust Barometer, 66% of consumers say a brand’s belief drives their purchasing decisions. Companies that take genuine, authentic stand that advances social progress will attract consumers that not only buy from them because of their products, but also their values — a sticky form of brand loyalty.
2. CEOs are Game Changers. Dick’s policy changes weren’t rolled out through a press release or behind a podium with prepared talking points, it was done during an interview on national television. On a Good Morning America segment, Dick’s CEO Edward Slack commented on the devastation of the Parkland shooting and announced the company’s new changes in banning military-style weapons and raising the purchasing age. In a letter following the policy change announcements, he remarked, “Our thoughts and prayers are with all of the victims and their loved ones. But thoughts and prayers are not enough.”
Authenticity matters. If socially conscious consumers suspect an action is not in good faith, they will quickly write it off as opportunistic. CEOs wield influence as heads of multi-million, and sometimes billion, dollar companies and their words hold weight. The 2018 Edelman Trust Barometer found that CEOs are among the only category of leaders for whom trust has grown rather than declined over the past decade. Brands can and should leverage their CEOs to amplify their message and humanize their efforts.
3. Become an Idol and Build Believers. While we applaud the efforts of the sporting goods store, this is only the beginning. Dick’s was pulled into the fray and given the opportunity to stand for their values, and they took it. However, if they want to continue building this loyal customer base, they will have to capitalize on momentum and continue to take stances on important issues. Authentic brand engagement isn’t a one-off response to a political situation, it is intentionally built over time through the consistent communication of a brand’s values. Converting a customer to loyal brand evangelist doesn’t occur with one action, but requires continual engagement to reinforce a company’s willingness to take a stand, even in the face of backlash. Over time, as a company repeatedly walks the walk, brand image grows seamlessly and authentically aligned with brand values — right where consumers want it to be.
If you want to learn more about brand advocacy and corporate political engagement, RALLY Principal Latia Curry will be speaking on the topic at SXSW on March 13. Click here for more details.
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RALLY is an issue-driven communications firm that takes on sticky political and social problems and finds ways to push them forward. Salman Akhtar is a Senior Account Executive based out of RALLY’s Seattle office, and John Vitzileos is an Account Associate located in Los Angeles.
