When Companies Take a Stand

A survey conducted last year by job site Glassdoor finds that 84 percent of Americans believe employers today have an important voice in politics.

What’s more, 62 percent of workers now expect companies to take a stance on issues like equal rights, immigration, and climate change. Among Millennials, the number jumps to 75 percent.
But what happens when taking a stance on an issue turns into taking a stand, and a company changes its practices or policies?

Beyond Talk

Last month, Dick’s Sporting Goods, a major gun retailer, announced it was immediately pulling all AR-15s and other automatic assault rifles from its stores and websites, including Field & Stream.
Dick’s also announced it will no longer sell high-capacity magazines. In addition, the retailer said it will no longer sell any gun to anyone younger than 21 years of age, regardless of local laws.
The retailer’s decision came two weeks after the shooting at Marjory Stoneman Douglas High School in Parkland, Florida, where 17 people lost their lives, including 14 children.
The timing was no coincidence, according to reporting by The New York Times and others.
“When we saw what happened in Parkland, we were so disturbed and upset,” said Edward Stack, chief executive of Dick’s and son of the retail chain’s founder. “We love these kids and their rallying cry, ‘enough is enough.’ It got to us.”
Stack also expressed hope that others will get involved. “We’re going to take a stand and step up and tell people our view and, hopefully, bring people along into the conversation,” he said.
And others have followed Dick’s lead.
Walmart, the world’s largest employer, which had already stopped selling high-powered rifles in 2015, announced it would no longer sell guns to anyone under 21 years of age. Walmart also announced that it would no longer sell any items resembling assault-style rifles, including toys and air guns.
Meanwhile, supermarket chain Kroger, which sells guns at its Fred Meyer locations, raised the minimum age for gun purchases to 21. L.L. Bean has done the same.
Separately, companies have sought to disassociate themselves from the National Rifle Association (NRA), which opposes gun restrictions and supports politicians who share its position.
These companies include rental car giants Hertz, Enterprise Holdings, and Avis Budget Group; insurer MetLife; Delta Air Lines and United Airlines; and software company Symantec, among others. All have ended discount programs for NRA members.

Brand Implications

Taking a stand on any controversial issue has implications for a company’s brand. As might be expected, reader comments on articles about this topic vary greatly, from people praising company action to individuals vowing to boycott the business or businesses mentioned.
Will taking a stand on gun control drive customers away?
Moreover, will it negatively impact a company’s employer brand? Or, as Glassdoor research suggests, will it make a company more attractive to job seekers?
It may depend on the customer and the candidate.

Paula Santonocito, Contributing Editor for Recruiting Daily Advisor, is a business journalist specializing in employment issues. She is the author of more than 1,000 articles on a wide range of human resource and career topics, with an emphasis on recruiting and hiring. Her articles have been featured in many global and domestic publications and information outlets, referenced in academic and legal publications as well as books, and translated into several languages.