Everyone has the right to voice an opinion on the hot-button topics in our society. But just because you can say something doesn’t mean you should. And especially if you’re the head of a large corporation, it’s usu- ally to your benefit to keep your musings about social issues to yourself.
Take, for example, two recent cases of corporate controversy related to the same-sex marriage debate. Chick-fil-A’s Chief Operating Officer Dan Cathy spoke in July about his belief and his company’s belief that marriage should be between a man and a woman.
In late June, Kraft’s Oreo posted a picture on Facebook of a six-layer rain- bow stuffed Oreo with the word “Pride” below and “Proudly support love!” as its caption to show its support of gay pride. Both companies received extreme posi- tive and negative reactions.
Oreo’s photo received mixed reactions from customers, some of whom said they were going to un-like Oreo on Facebook and never buy Oreos again. Some even went on to say they were never going to buy any Kraft products ever again. Others reacted by saying they’re going to further support Oreos and are glad Oreo took a stand.
Chick-fil-A received a huge amount of attention for its position on the issue as well when, on Aug. 1., supporters gathered for a “Chick-fil-A Appreciation Day” and, on Aug. 3, protestors assem- bled at the fast food chain’s restaurants for “Same-Sex Kiss Day.”
While the company has received sup- port from some, notably former Arkansas governor and talk show host Mike Huckabee, it has also lost business, with mayors of Boston, San Francisco and Chicago voicing their disagreement with the company’s stance and attempting to block the franchise’s expansion.
Elon’s own conference rival, Davidson, became the first college in the country to suspend the business.
So, what’s a business to do in today’s day and age? Risk it all and show its true colors, or stay neutral and keep its views quiet? As a CEO, there are pros and cons to both.
The Come-On-Out CEO:
Pros: Your business plan is open and honest, and your company’s values are clear. You could get more customers who support your stance on the issue. You could also gain partners or sponsors with similar views on the issue. Plus you get tons of media attention, which could get you even more customers (and it’s free publicity).
Cons: You may have thought more people agreed with your view on the issue than actually do. You could also lose a lot of customers, partners and sponsors. Plus you get tons of media attention, which will probably pick you apart mercilessly.
The Silent Strategist CEO:
Pros: You’re neutral. You’ve got a nice poker face. Maybe you’re waiting to show your cards until some other players do. Maybe you don’t plan to show them at all. Either way, nobody knows exactly what you or your company thinks about the issues and, for now, that will keep you safe.
Cons: Without taking a risk, you’ll miss out on any possible benefit or profit that you could make if you speak out. Also, sooner or later, someone will probably ask what your company’s stance is on an issue. While you may have had more time to feel out what kind of backlash certain responses garner, you never know for sure.
My verdict is this. If the hot-button issue in question is one that your entire company is passionate about, then go, corporate America — go proclaim your opinions from a mountaintop.
But if I were the CEO of a big com- pany, I wouldn’t show my cards if I didn’t have to. If a business wants to operate at the most successful level possible, it can- not afford to alienate customers.
It just doesn’t make sense to put your stamp of approval or condemnation on a social issue when it has absolutely noth- ing to do with your business goals.
As much as I believe people should stand up for what they believe in, in business, it’s much safer and smarter to say nothing than to risk it all and end up wishing you had held your tongue.