Think Tank Poll Finds that Levi-Strauss’ Anti-Gun Corporate Activism Likely Hurts Bottom Line

Levi-Strauss CEO Chip Bergh bravely took a stand against the Second Amendment last year when he announced his company’s partnership with Everytown for Gun Safety as well as its monetary support for anti-gun student activists. This year, he’s doubling down on that stance even after being presented with evidence that his activism could hurt his company’s bottom line.

The conservative think tank National Center for Public Policy Research funded a poll asking Americans their view on the jeans company before and after learning about Bergh’s support for curbing Second Amendment rights. The poll found that support for Levi-Strauss dropped over 20 percent after respondents learned that the company supports bans on certain weapons, surveillance of gun purchases by credit card companies, and restricting Second Amendment rights based on age.

“Levi’s is putting itself at risk of becoming a niche brand of the political left, like Smart cars and Boca Burgers,” saidNational Center Vice President David W. Almasi. “When consumers discover that Levi’s supports efforts aimed at restricting their Second Amendment right to own and use guns safely and legally, our polling suggests they are less likely to buy Levi’s products. The company only made this risk greater today by putting politics ahead of pants.”

SEE ALSO: CEOs of Dick’s, TOMS, Levi’s and RXR Realty Push Gun Control in Open Letter

Almasi presented the poll’s findings at the most recent Levi-Strauss shareholder meeting, asking Bergh, “Is it wise to alienate core constituencies – like Midwesterners and Gen-Xers and even Millennials – by adopting political causes? Why can’t you simply remain neutral and just make clothing?”

Bergh responded by digging in his heels.

“With all due respect, that’s not the kind of company we are,” he told Almasi. “We’re a company that’s proud to take stands on the important social issues of our time. With all due respect to all your research and surveys, what I can tell you is that after we’ve taken these stands, our business has grown.”

Bergh might be banking on young student activists to keep his company afloat, but it isn’t just Baby Boomers who take issue with Levi-Strauss’s anti-gun stance. According to the survey, company favorability among both Millennials and Gen-Xers fell by 20 points once they learned about Bergh’s activism.

• An overall 89% total favorability rating for Levi’s, Dockers and Denizen clothing fell to 63% after those surveyed learned of Levi’s involvement in anti-Second Amendment activism.
• The downturn in Levi’s popularity crossed all income and education levels, resulting in more than a 20-point drop among Millennials and Gen-Xers and more than a 30-point drop among Baby Boomers.
• Upon learning of Levi’s opposition to gun rights and its participation in and funding of anti-gun activism, 63% of overall respondents said they were less likely to purchase Levi’s products. This included 71% of Millennials and 75% of those living in the Midwest.

Levi-Strauss’s corporate activism is unfortunately not unique. Especially since the Parkland massacre, several massive companies have come out against the laws that currently regulate gun ownership and use, including Walmart, Bank of America, Shopify, and Dick’s Sporting Goods.

*****************There is a partial list of companies to stop doing business with.  Add Citibank to that list as well.