Discussion Case Businesses Respond To The Movement For Schoo

Discussion Case Businesses Respond To The Movement For School Safetyt

Discussion Case: Businesses Respond to the Movement for School Safety The quiet community of Parkland, Florida, was rocked in 2018 when a 19-year-old former student entered Marjory Stoneman Douglas High School with a duffel bag containing an AR-15-style rifle, a vest with additional magazines for the weapon, and a semi-automatic version of the M16 rifle used by the U.S. military. Within minutes, he had shot and killed 17 people, and the nation mourned another tragic school shooting. In response, Parkland students launched the #NeverAgain movement and protested continuing gun violence, especially in schools; the lack of gun control measures; and a mental health system that had allowed someone with a troubled history to purchase an assault rifle.

A month later hundreds of thousands of people—children, parents, politicians, and celebrities—gathered for “The March For Our Lives” in Washington, DC, jamming onto Pennsylvania Avenue from the White House to the U.S. Capitol in what may have been the biggest rally for tighter gun control in American history. Other similar marches and protests were held that day in nearly every major U.S. city. Many called on Congress to take action and pass strict gun control legislation, as had also occurred after prior mass shooting incidents in Las Vegas, Newtown, Orlando, and other cities and towns. Some protesters simply called for a ban on assault rifles and more thorough background checks for gun purchasers.

Others specifically targeted the National Rifle Association (NRA), an advocacy organization that had vigorously opposed any restrictions on gun ownership. In response to the Parkland students, NRA’s CEO Wayne LaPierre told an audience at the Conservative Political Action Conference that “as usual the opportunists wasted not one second to exploit tragedy for gain,” adding that gun control advocates and the media “hate the NRA, they hate the Second Amendment [to the U.S. Constitution, which states the right of the people to keep and bear arms], [and] they hate individual freedom.” In the wake of the Parkland shootings and subsequent protests, several companies broke their relationship with the NRA and its members.

MetLife, a large insurance company, announced it would stop providing discounts for auto and home insurance for NRA members. “We value all our customers but have decided to end our discount program with the NRA,” the company announced in a press statement. The cybersecurity firm Symantec stopped its discount program for NRA members who purchased its LifeLock identity theft protection service and Norton antivirus software. SimpliSafe, a home security services company, ended its NRA promotions. Numerous rental car companies, including Hertz, Enterprise (which also operates Alamo and National), and Avis Budget, ended their NRA-membership discount programs.

The First National Bank of Omaha was among the first banks to end a Visa credit card with NRA branding that offered cardholders 5 percent cashback on gas and sporting goods purchases. Bank of America said they would no longer lend money to manufacturers of military-inspired firearms that civilians could use, such as AR-15-style rifles. Delta and United Airlines, two of America’s largest passenger airline carriers, cut ties with the NRA after a call to boycott the NRA became a top trend on Twitter. Both airline companies ended discount programs for NRA members through their group travel programs, including United’s program to offer discounts to NRA members traveling to the NRA’s annual meeting. “Bank and other companies are sensitive to being on the wrong side of a social media campaign, which can spread pretty quickly these days,” said University of Michigan marketing professor Erik Gordon. “They don’t want to risk having people march or boycott.”

The NRA was quick to fire back. In an official statement, the organization said, “Some corporations have decided to punish NRA membership in a shameful display of political and civic cowardice. In time, these brands will be replaced.” Some businesses experienced a backlash to their actions. Senator Michael Crapo, the head of the Senate banking committee, sent blistering letters to top executives at some major banks accusing them of using their market power to manage social policy. He warned them against developing ways to monitor gun transactions through their payments systems.

The Georgia state legislature removed a provision in a tax bill which would have given Delta Airlines a $40 million airline fuel tax exemption. Analysts calculated that only 13 NRA members actually had used Delta’s group travel discount, resulting in a cost to Delta of more than $3 million per NRA passenger served. Delta’s CEO responded, “The decision [to cancel the NRA discount] was not made for economic gain and our values are not for sale.” Others argued that the so-called liberal reaction by businesses to join the gun protesters galvanized conservative groups, deepening their support of the NRA and their resolve to protect their right to bear arms.

Paper For Above instruction

The 2018 mass shooting at Marjory Stoneman Douglas High School in Parkland, Florida, marked a significant turning point in the debate over gun control and corporate social responsibility in the United States. The incident not only reignited national discourse around gun legislation but also demonstrated how private businesses respond reactively to social movements and public controversies, especially regarding highly polarized issues like gun rights and firearm regulation.

One of the key responses to the Parkland tragedy was the surge in activism, with grassroots movements such as #NeverAgain and March For Our Lives mobilizing millions of Americans. These protests galvanized public opinion and increased pressure on policymakers to rethink gun laws, especially concerning assault rifles like the AR-15. The movement also proved influential in shaping corporate responses, with many companies, feeling the heat of social media campaigns and public backlash, choosing to sever ties with the NRA or reevaluate their associations with gun-related products or organizations.

Corporate reactions in this context can be understood through the lens of strategic corporate social responsibility (CSR). Companies often seek to align their brand image with societal values to foster consumer loyalty, mitigate risks, and avoid public relations crises. When companies like MetLife, Symantec, and rental car agencies ended their NRA-related promotions, they effectively signaled their stance on gun violence—perceiving association with the NRA potentially damaging to their reputation amid a climate of heightened sensitivity to gun control issues. Such decisions reflect a strategic calculation that aligning with social justice causes or distancing from contentious groups can be beneficial for business reputation and customer perceptions (Coombs & Holladay, 2012).

However, these moves also sparked backlash, with critics arguing that such corporate dissociation from the NRA could be viewed as political bias or an infringement on individual rights. Senator Crapo's congressional intervention highlighted the divided political landscape, with some viewing these corporate actions as aligning with particular ideological positions rather than genuine corporate responsibility. The retaliation from the NRA and conservative groups, including threats of economic repercussions (e.g., Delta's tax exemption removal), underscore how corporate decisions related to social issues can escalate into broader political and economic conflicts.

Furthermore, the reactions of major corporations illustrate the influence of social media in shaping corporate behavior in the 21st century. As Erik Gordon noted, social media campaigns can quickly create public pressure that corporations are keen to avoid, leading to swift strategic shifts. Examples from this case demonstrate how collective consumer activism, amplified through social media, can prompt corporations to take stands on social issues—sometimes at significant economic costs.

In conclusion, the case highlights the complex interplay between societal movements, corporate social responsibility, and political influence. Businesses' responses to the Parkland shooting exemplify how companies navigate social activism, often balancing reputational concerns against potential political and economic costs. As societal issues become more polarized and media influence intensifies, corporate actions will likely continue to be influenced by the evolving landscape of public opinion, social media dynamics, and political pressures.

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