Publix is currently facing an issue that is increasingly prevalent in American corporations: political activism.
As the left has become more radicalized with their demands for political conformity in the public space, the presence of activist-driven campaigns has increased and become more effective. Progressive activists understand that most American corporations are meek in the face of controversy and often mistake political activism as another type of customer complaint.
The result is that American corporations are easy targets for outrage campaigns spearheaded by mostly progressive activists on a range of environmental, social and economic issues.
Last week, Publix faced criticism on social media for its support of gubernatorial candidate Adam Putnam, a natural fit given that Putnam is a native of Polk County and champion of Florida business.
Part of the Publix culture is putting customers first and responding quickly to complaints about shopper experience. Publix’s customer-driven approach is part of the magic that allows the company to be a place “where shopping is a pleasure.”
Unfortunately, the Publix approach does not work when the complaints come not from shoppers, but from political activists. The key difference is this: the customer wants a company to make good on its stated goals. An activist wants a company to change it goals.
For the purposes of this article, an “activist” is someone engaging in a political mindset as opposed to a consumer mindset. The idea that a customer can move between being a consumer and an activist is vexing for companies, but is a reality of our increasingly politically infected culture.
Back to the Publix example.
Take a look at the Twitter response that drew the attention of the media last week.
The Publix response, while genuine and true to company culture, violates the three rules every company should follow if subjected to a campaign by political activists.
First, never apologize for your political position. The best corporate example here is Chick-Fil-A. Progressive activists disdain the company for its conservative, Christian values. Chick-Fil-A, however, just keeps growing, even in places such as liberal Manhattan, because Chick-Fil-A doesn’t apologize for its views. Apologies for intentional political stances only draw media attention, attract more activists, and make companies appear less authentic.
Second, never say what your company did NOT do. In the @Publix tweets, Publix clarifies they do not support the National Rifle Association (NRA). By attempting to be unambiguous Publix actually reinforced the idea of a link between themselves and the NRA. The resulting headline the next day in the Tampa Bay Times actually read “Publix Clarifies: We Support Adam Putnam, Not The NRA.”
By saying what the company doesn’t support, Publix issued a denial and in politics, denials look like guilt.
Third, don’t respond to activists unless the media is directly asking for a response regarding the issue. The criticism of Publix could have been limited to a fringe social media campaign had Publix opted not to respond. By issuing a response, however, Publix created a mainstream media story that probably would have otherwise gone unnoticed.
The Publix story, however, has another layer.
The @PublixHelps Twitter handle also issued a response but one that followed the rules above. Here it is below.
The @PublixHelps tweet was a great response. The tweet simply states why the company supports Putnam without a denouncement of the NRA, mention of gun violence, or denial of any kind.
Simple. Direct. Perfect.
The rise of political outrage culture will continue to create headaches for every American company engaged in any public policy issue. The political minefield can be navigated, but only if corporate marketers are able to understand the differences between the political mind and consumer mind of their customers and obey the three simple rules above.
Remember, progressives still eat at Chick-fil-A and conservatives still buy coffee at Starbucks. If your product is good, even consumers who disagree with you politically can become loyal, lifelong customers.
Rebecca McLaughlin is the VP of Client Relations at Strategic Digital Services where she spearheads digital strategy for an array of political and corporate clients around Florida.