This year, Dick’s Sporting Goods® took a stand. In the wake of the shooting at Marjory Stoneman Douglas High School in Parkland, Florida, the company made abold decision to discontinue its sales of assault-style rifles. In response to publicoutcry over gun violence, the company took this stand and stuck by it. They didn’t equivocate or change their minds when opposing parties criticized them. They didn’t need reassurance or reward, they just did what they felt was right. In our culture, there’s a sea change going on when it comes to companies taking a stand for things. The “CEO Activist” model is becoming more and more accepted, and companies aren’t shying away from voicing their opinions on current, and often controversial, political issues. Consumers expect it, too.
Key findings:
- 86% of consumer believe that companies should take a stand for social issues and 64% of those who said it’s ‘extremely important’ for a company to take a stand on a social issue said they were ‘very likely’ to purchase a product based on that commitment.
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64% believe companies should provide ongoing support for issues that align with the types of products or services they offer.
