America today is more divided than ever, and it seems like every day there’s another issue polarizing our society. Business leaders have often stayed away from publicly standing a stand on a particular issue for fear of alienating entire groups of potential customers. Look no further than Chick-Fil-A’s issues several years ago for proof that an entire company can be impacted by the political leanings of its founder. However, lately more and more CEOs and leading corporations have been confronting our highly politicized culture head-on and refusing to shy away from a moral obligation to address the issues plaguing our country.
Personally, I’m all for it. Gun violence, police brutality, racism, sexism – these are issues that should be addressed, should be talked about, should be acknowledged. Burying our heads in the sand and pretending America isn’t plagued by some serious ailments isn’t doing us any favors. Of course, it’s worth noting that not every business, particularly small business owners, can afford to take a stand and risk losing customers. I totally get that. That said, I appreciate the fact that more and more CEOs and executives of major corporations are using their platforms to bring attention to the issues that deserve our attention. No matter what side you’re on, we should all agree that these issues are worth discussing, debating and addressing, and it’s commendable for the business community to be using their positions of power to drive this country forward.
I recognize that it’d be naïve to assume that all of these companies are driven by a desire to do good. What determines action is often a mix of deeply held beliefs and cold calculations about what consumers – especially Millennials – expect. In practice, that means there’s danger in saying something, but increasingly there’s an even greater danger in saying nothing. Regardless of motivations, taking a stand is a gamble, but it’s a risk worth taking.
Here are a few examples of American companies whose CEOs and executive teams have shown tremendous leadership and taken a stand on the issues dividing our society.
Nike. This weekend, Nike unveiled the latest star of its iconic “Just Do It” ad campaign was Colin Kaepernick. Unless you’ve been living under a rock, you’re well aware that Kaepernick is the former San Francisco 49ers quarterback who sparked controversy for kneeling during the national anthem to take a stand against police brutality in America against the black community. As Bloomberg reported, following the announcement, the hashtags #BoycottNike and #JustBurnIt started trending on Twitter and shares started falling. Some angry consumers even posted photos and videos of themselves burning their Nike shoes and other gear to protest the company using the divisive figure in its 30th anniversary ad campaign. However, Nike has continually shown a willingness to wade into America’s culture wars, and I applaud them for not prioritizing profit and instead seizing an opportunity to communicate a message that will no doubt resonate with many Americans today: “Believe in something, even if it means sacrificing everything.”
Levi Strauss. CEO Chip Bergh faced threats to his business and life when he asked customers not to bring guns into his stores two years ago. Now, he’s doubling down with a $1M fund, partnership with Everytown and a call to action to CEOs in his latest commentary piece for Fortune. Addressing the backlash he received years ago, Bergh writes “These personal attacks pale in comparison to the threats that activists and survivors from Parkland, Sandy Hook, and daily incidents of gun violence face every time they speak up on this issue.” Additionally, as noted in the article, the stakes could not be higher. On an average day, 96 Americans are killed by guns, and hundreds more are wounded. Most are suicides or unintentional shootings. Our nation’s gun homicide rate is more than 25 times the average rate of other high-income countries. Some shootings make the headlines; some you never hear of; but each one is a tragedy. Bravo to Bergh for displaying strong leadership and taking a stand on such an important issue.
Patagonia. Last December, visitors to Patagonia’s website found something unusual. Rather than panoramic vistas of mountain ranges or close-ups of fleece jackets, there was a stark message written in white against a black backdrop: “The President Stole Your Land” and a prompt to “take action now.” As Inc. reported, although Patagonia has taken bold stances on environmental issues in the past, this is one of the most in-your-face examples of the brand’s messaging. Patagonia’s response was designed to publicize President Trump’s decision to reduce the size of the Bears Ears and Grand Staircase-Escalante National Monuments in Utah. The brand wasn’t just grandstanding, either. It lobbed a lawsuit against Trump that month.
