Guest Author
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.
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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.
13 comments
Harry Hart
May 22, 2018 at 7:30 am
Great report! Keep up the good work.
Bill Monroe
May 22, 2018 at 2:44 pm
Dear Rebbecca McLaughlin, let me see if I get this right. In short you are saying that if a corporation or business entity were to do something that the public sees as morally and ethically wrong, enjoins in a political position such as Publix donating to defeat medical marijuana’s Amendment Two, or donates to Adam Putnam who both supports the NRA, and is against hemp and medical marijuana they are to ignore the activists. Just to be clear these activists, or fringe groups as you call them, are sizable in nature. For example, over six million voters, 71% of the voters, approved medical marijuana and want responsible implementation. Publix continues their prohibitionist stance on this subject, and continues to fight the 71%. Do you really want to ignore over six million voters who voted YES on Amendment Two? Is it wise to “Don’t respond to Activists”? Rebecca, do you feel this is sage advise for Florida’s corporations? If you do I can tell you its not going to work. We will come after you financially, politically, and in social media.
James Thompson
May 23, 2018 at 1:33 pm
Right on. It’s called the free market. I thought these Republicans supported the free market? Maybe only when it suits them.
Rebecca Jamin
May 22, 2018 at 5:47 pm
Very well said, Bill Monroe!
Katrina Stevens
May 22, 2018 at 6:39 pm
My goodness! I just learned that I’m a “far left”activist who isn’t a Publix shopper! Let’s set the record straight: there are many centrists individuals, including myself, who are dismayed at the dogmatic views of the candidate Publix chose to support. One can hold such views and not be a “far-left” extremist. (Imagine that!) Publix as a privately held company can chose to support whomever they like in the political arena, but to expect to do so without ruffling a few customers is shortsighted. As a Publix customer of more than 40 years, I am choosing to end my $1k a month spending pattern at Publix, and so are dozens of my friends. So go ahead and marginalize us as extremist outsiders who will have no real impact Publix’s bottom line. My family is already enjoying the more flavorful offerings of Trader Joe’s, and wondering why we haven’t been doing this all along.
David L Burns
May 22, 2018 at 5:54 pm
Publix!!! It was real but now the time has come to turn our heads on YOU as you’ve turned your head against 71% of voters for MM. Catch ya on the rebound!!
Jay
May 23, 2018 at 2:24 am
What a misleading and biased work of unapologetic and bald-faced propaganda! *Florida* politics? More like far-right, corporate marketing. Guess what? I shop at Public AND I disagree with their politics. Imagine that!
Jay Bergen
May 25, 2018 at 1:29 am
What a dilemma. I support full legalization of marijuana and I proudly support the NRA. Guess I’ll be voting for Ron DeSanti as the best compromise.
Terry
May 26, 2018 at 6:03 pm
Rebecca your not even close to the mark on your biased analogy. I weighed the infractions carefully as a lifetime Publix shopper. Then I researched the competition and found them more in alignment with my conscioues. Activist + Customer successfully. While this may have no impact. Our approach is one corrupt PAC at a time.
Terry
May 26, 2018 at 6:08 pm
Yes I have s typo.
Terry
May 26, 2018 at 6:08 pm
Yes I have s typo.
Lisa
May 27, 2018 at 4:55 pm
I personally think companies should stay out of politics completely. Still I agree you can’t please everyone and should not give in to bullying. Unless their political decisions directly affect their ability to serve their customer, does it really matter what their political views are? I did not even know they had any political views until I read this article.
Jason
May 30, 2018 at 12:53 pm
I would add that even when you kowtow, you aren’t satisfying their irrational demands. They STILL won’t patronize your stores and will eventually conclude (rightfully) that you were just pandering to them. Which further solidifies their refusal to support your company.
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