Brands & Stands – Social Purpose is the New Black

Published: June 1, 2018 by Shelton Group

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 a bold decision to discontinue its sales of assault-style rifles. In response to public outcry 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.

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