American CEOs are abandoning the previous strategy of jumping on every single tragedy

George Floyd’s death in 2020 was the catalyst for more deaths related to, as CNN would call them, ‘mostly peaceful protests’, the biggest con in my lifetime— Black Lives Matter, and of course, companies jumping on the virtue signal deep end to let us know what they think. .

Fast forward to this year, the brutal beating and killing of Tyree Nichols seems universally agreed to have been horrific, with most CEOs opting for ‘no comment’.

Why change? Could it be that it is not good business to lecture customers on how to view various social problems and how to solve them?

Or perhaps it’s getting schwacked for getting it time and again and again and again. Regardless, it’s worth a look.

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then and now

After the death of George Floyd, Dell Technologies, Merck and Ford publicly expressed their thoughts on police brutality. However, when asked for comment on the post of Tyra Nichols’ murder, the silence was an interesting change.

In 2020, the CEO Action Network, a collection of 2,400 CEOs, issued a statement that they “Pledged to create a more inclusive culture by not being afraid to have difficult conversations about diversity, equality and inclusion.”

During a business roundtable the same year, they also announced “Corporate American can’t afford it.”

Their public statement after the death of Mr. Nichols? “No comment.”

I think they could sit this one out, though. When it is no longer profitable to express anger and sorrow over an incident that has nothing to do with their skill or art.

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Look at me! I am relevant

When Mr. Floyd died, if you didn’t make a public statement that contained a blanket admonishment of law enforcement, your acceptance of imaginary white privilege, and a promise to bow the knee to the BLM movement or the DEI cult, that’s what you risked. ‘Cancelled.’ So naturally, CEOs fell over themselves to pay homage to BLM’s fake idols under the altar of systemic racism.

Take American Airlines CEO Doug Parker “Sometimes we satisfy ourselves, look it’s not really my responsibility as a CEO to give an opinion on this or make a statement on this. Often you think, well, it doesn’t matter, because who am I to comment on this? It doesn’t matter.”

No, Doug, it doesn’t matter. Your ability to lead a major airline company is critical.

“Although I am the CFO of a global bank, the murders of George Floyd in Minnesota, Ahmad Arberry in Georgia, and Breonna Taylor in Kentucky are reminders of the dangers that black Americans like myself face in our daily lives,” Citigroup CFO Mark Mason spoke at the time:

Somehow I find it hard to believe that your daily life routines mirror those of Floyd, Arberry or Taylor. Pretending you live the same life as others based solely on the color of your skin isn’t offensive, it’s just good business.

Failed to wake up

This round of silence may be because corporate America realizes that fighting for social justice is hindering your company’s mission of the day Not a good business decision. We’ve certainly seen this backfire in the entertainment industry.

Take the overtly gay romance-centric movie ‘Bros’. The film grossed just over $14 million worldwide.

The excuse given by those involved with the movie focuses on the accusation that all of us who haven’t seen it are suffering from homophobia. I can tell you that I didn’t watch it because it looked bland and forced – like most of the effort was focused on pushing the narrative as opposed to an actual quality story.

Then you have the Disney movie ‘Strange World’ tanked with an LGBT character, taking in just $24 million in its first week after having a $180 million budget. Oh, maybe it’s Disney’s world that’s weird and not ours.

Conversely, other movies and TV shows that focus on engaging, exciting and fun stories like Top Gun Maverick, Terminal List and Yellowstone have done very well. You can’t tell me that there are so many homophobes around the world that are tipping the entertainment scale.

I bet there are at least some gays who enjoyed ‘Top Gun: Maverick’, ‘The Terminal List’ and at least some minority who enjoyed ‘Yellowstone’. I mean, how could anyone dislike Rip?

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Walk washing

Johnson & Johnson CEO Alex Gorsky said after the death of George Floyd “We make decisions that aren’t political — whether it’s access to restrooms, whether it’s on environmental issues, which candidate we support in any particular position — so frankly, I think it comes with the territory.”

While some form of politics can permeate any major industry, its success is dictated by how well CEOs let it steer the ship. For example, after Georgia’s voting law was passed, Major League Baseball Commissioner Rob Manfred announced “I have decided that the best way to demonstrate our values ​​as a sport is to move this year’s All-Star Game and the MLB Draft.”

“Major League Baseball fundamentally supports the right to vote for all Americans and opposes restrictions at the ballot box,” declared Manfred.

The move cost the city nearly $100 million in revenue, and resulted in record voter turnout across Georgia’s population in the last midterm. I applaud the recent silence of corporate America on social and political issues.

Infusing language into your marketing and decision-making related to social and political activism not only seems unnecessary but embarrassing when you miss the mark. Instead, stick to what you’re good at; Sell ​​your products and entertain us.

Now is the time to support and share your sources of faith.
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