In recent years, CEOs have been speaking out more on political and societal matters. This is sometimes due to pressure from employees and/or customers, and other times it appears to happen for no apparent reason—as was the recent case with custom product company, Sticker Mule.
Following the assassination attempt on former President Donald Trump, Sticker Mule Co-Founder and CEO Anthony Constantino went viral for an email sent to all Sticker Mule subscribers. The subject line read “Trump 2024” and opened with “Donald Trump was shot.” Constantino went on to say political hate for Trump supporters has gone too far before sliding into a sales pitch: “Btw, this week, get 1 shirt for $4 (normally $19). I suggest buying one that shows you support Trump.” Shorter versions of the email were also posted to the company’s social marketing channels.
Subsequent communications have doubled down, with Constantino writing in a statement:
“Almost all tech companies other than Sticker Mule are run by Democrat CEOs that create hostile environments for Trump supporters. We gave our customers an opportunity to buy shirts for $4 to support [Trump], or whatever else they want. At the same time, we educated the world that Trump supporters have big hearts.”
Additional follow-up from Constantino said he would be giving $2,500 bonuses to support staff, who were dealing with the backlash, reiterating the “BIG HEARTS support” Trump message.
And Constantino continues to comment politically, addressing most recently the assertion that Trump supporters are “weird” in a company Instagram post.
Whether your organization already has entered the public arena on political matters or is considering it, Sticker Mule offers us a reminder to first think it fully through. Consider the risk and reward of joining the conversation, what you hope to achieve by doing so, and the best way to achieve those goals with what you say (or do).
Let’s apply the “5 Ws” to this one, gaining a thorough communications lesson learned from Sticker Mule.
1. Whom You Say It To
It is hugely important for a company to have consent from its subscribers on the types of communications they are opting in on. Customers often agree to receive company messaging to stay abreast of new products or in the hopes of receiving a discount, and it is highly unlikely they are following a company to hear its CEO’s thoughts on an election. In this case, Sticker Mule did not confirm whether it had consent from subscribers to receive political messages, and the pro-Trump email reportedly came as a surprise to customers and employees. A current employee said, “The overall sentiment seems to be shock and disappointment.”
As the CEO of a company, releasing public commentary is not just about you—making yourself look good (or unintentionally bad) affects your company, employees, and customers.
2. What You Say
Constantino’s message was muddled. Instead of explicitly denouncing political violence, it mixed an assassination attempt with political hate for supporters, asking for acceptance of those who follow Trump. Also, the sales pitch. Even assuming there was positive intent behind offering discounted t-shirts, pushing product while decrying a tragedy is in poor taste. For a good example of what to say when feeling compelled, we can look to JPMorgan Chase CEO Jamie Dimon, who sent a company memo the day after the attempt:
“On behalf of our entire leadership team, our thoughts today are with the former President, his family and the families of those who were tragically injured and killed… We must all stand firmly together against any acts of hate, intimidation or violence.”
Dimon did not take a personal stance on politics. He simply denounced the violence and encouraged employees to engage in “constructive dialogue.”
3. Where You Say It
Which communications channel you choose matters. When a heavy event occurs that may affect employees personally and/or the business, company leaders often issue an internal memo that speaks directly to the team. Dimon’s example also applies here given his memo to staff, and Bank of America CEO Brian Moynihan also addressed employees:
“We are deeply saddened for the family of the rally attendee who died at the event… Our thoughts are with former President Donald Trump, all those injured, and their families.
It is not common to see a CEO use a company’s marketing channels to indicate political support for a candidate, and it does not make much sense.
4. When You Say It
Many, including the former President’s leading political opponents, were quick to speak out, condemning the violence and calling for unity. The attack happened on Saturday, July 13, and most statements came that same day or the next.
Constantino was timely, but you cannot forget to balance speed with careful consideration. It is important not to be hasty in making a public statement, and you must review the implications. The later you wait, the more you risk inauthenticity, but once again, coupling your message with selling product amplifies that possibility even more than its timing.
5. Why Are You Saying It
Finally, we come down to why. What is the goal of your message? Are you trying to educate or persuade? Will you come across as newsjacking simply to make money? When you are clear on the desired outcome, ask whether there is another step you could take that is more effective at addressing the issue that concerns you even if it does not come with public recognition. For example, donating to a related cause.
Sticker Mule has received both public praise and punishment in recent weeks, so it remains to be seen how much this will or not affect the company in the long term.
One customer who decided to end a 12-year relationship with Sticker Mule summed up it up as:
“I do business with lots of people who I’m sure don’t think like I do. I honestly prefer that they do their job, and don’t shove their politics in my face. We can just go about our business with mutual respect… But if you’re making me choose sides, I won’t do business with the guy trying to sell me a Trump shirt.”
Preexisting and potential customers will make their decisions accordingly, clear now on what politics their business dollars will support.
Blunders abound, and we all learn. What do you think about this one? Drop me a note, and I’ll see you online in the months ahead!
Best,
Aaron Blank
President and CEO
Fearey