Given the number of corporations out there who’ve taken a political stance (right and left) and faced immediate blowback from customers, you might start to think business schools need to give a lesson on “How to Not Alienate Half Your Customers 101.” Hard to imagine why it would ever be beneficial to alienate potential customers. And given that there isn’t a single business in the world with a base who agrees on politics 100% of the time, it would seem prudent for businesses to stay clear of public political stances altogether.
That doesn’t seem to be stopping some of our nation’s largest corporations.
The latest business to take a stand in Trump’s America is the $25 billion food giant Kellogg. As USA Today reported: Kellogg, the food manufacturer that owns Pringles and Pop-Tarts, confirmed Tuesday that it will discontinue advertising on Breitbart.com, the far-right news and commentary site that was formerly run by a top aide of President-elect Donald Trump, Steve Bannon.
“We regularly work with our media buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company,” Kellogg spokesperson Kris Charles in a statement. “This involves reviewing websites where ads could potentially be placed using filtering technology to assess site content. As you can imagine, there is a very large volume of websites, so occasionally something is inadvertently missed. In this case, we learned from consumers that ads were placed on Breitbart.com and decided to discontinue advertising there.”
Other companies have already said on Twitter that they will stop advertising on Breitbart. They include pharmaceutical manufacturer Novo Nordisk, eyeglasses maker Warby Parker and the San Diego Zoo. AppNexus, one of the largest online advertising networks, also blocked Breitbart News.So basically, Kellogg is saying their values aren’t aligned with many of ours. Well, if they don’t want our money, we’ll be more than happy not to give it to them.
[Note: This post was written by The Analytical Economist]