It’s getting more common for businesses and organizations to get in hot water with consumers by taking positions on hot political-social issues. Komen Foundation stumbled on funding for Planned Parenthood related to abortion, Chick-fil-A for comments made by its CEO against gay marriage. More recently Panera, Target and Chipotle made news by asking customers not to take guns into their stores, thereby jumping somewhat into the Second Amendment debate.
Most companies and organizations have attempted to tread lightly on controversial political and social issues because of the natural desire to sell products or services rather than sell a position. If they have been involved in political activity it is as quietly and discreetly as they can. Now BuyPartisan is making that almost impossible.
The app is simple: scan the barcode of a product you are considering and the app will tell you who owns it and the political inclinations of the makers based on their political contributions. Starbucks (no surprise to us who live in or near liberal Seattle) gives over 80% of its contributions to Dems. As Stephen Colbert demonstrated on his show General Mills leans Republican (understandable he says since its run by a General), and Kelloggs is balanced.
Transparency is a great thing and I’ve been and continue to be an optimist about the longterm value that increased transparency is bringing to our lives. But transparency combined with the excessive partisanship, toxic talk, abusive disrespect and lack of willingness to even listen to the other side represents a worry to me. Boycotts against companies or organizations can operate with unprecedented speed and power due to the internet and social media. Often these are based on completely false bases as one boycott I have been somewhat involved in demonstrates.
I point out the BuyPartisan app as a sign of our times and a new risk of reputation problems to companies. If your organization contributes to political candidates or causes or has owners, senior managers who do, I would urge you to add a backlash against such contributions to your risk analysis. It’s something else to prepare for.
The real consequence of this will not be more reputation crises. It will be the decline of willingness of companies and leaders to participate in our nation’s leadership through political activity. If I was a comms director for a company right now, I would hope the record of the company and its leaders is one of giving equally to both sides. The pressure will be on to give with an eye to what the crazies on either side will do with the information. Here is where transparency, due to hyperpartisanship, is hurting us.
And that’s too bad. Transparency isn’t the problem. The hatred, disrespect and animosity to those with whom we disagree is.