OPINION:
The Wall Street Journal recently reported on a small business in upstate New York whose owner posted this message on social media:
“I don’t care what your political views are but the hate for Trump and his supporters has gone too far. People are terrified to admit they support Trump. I’ve been scared myself. Americans shouldn’t live in fear. I support Trump. Many at Sticker Mule do. Many at Sticker Mule also support Biden. The political hate needs to stop.”
Doesn’t sound so unreasonable, does it? Well, not to many.
According to the report, a “barrage of invective and death threats followed.” Some customers said they would take their business elsewhere.
One tweeted that Sticker Mule co-founder and CEO Anthony Constantino was “a pro-Trump (Christofascist, transphobic, homophobic, xenophobic, sexist, etc.).” Another tweeted, verbatim from the source: “Absolutely disgusting. Immediately unsubscirbing and taking my business elseware for print needs. I don’t tolerate MAGOTS.”
Unfortunately, this is not the only business where a business owner or CEO who openly supports former President Donald Trump was castigated, threatened and rebuked.
The fast-food chain Wendy’s was vilified for donating money to the Trump campaign, although it turned out that it wasn’t the corporation but a franchise owner who did so (as if that should make a difference).
MyPillow owner Mike Lindell, a devoted Trump supporter, continues to be ridiculed and mistreated by the media for his behavior. Robert Unanue, the CEO of Goya Foods, was the recipient of abuse and boycotts a few years ago after he praised Mr. Trump and visited him in the White House.
A member of L.L. Bean’s board was threatened with boycotts after it was revealed that she had donated indirectly to Mr. Trump’s campaign through a political action committee. A real estate developer and the chairman of the Soul Cycle fitness chain was subject to torrents of contempt after hosting a fundraiser for Mr. Trump.
Whether Mr. Trump was president or not, businesses faced backlash. A Black barbershop owner in Atlanta said that he lost business after claiming he was “misled into hosting” a campaign event for the former president. A couple who own a business in Chicago said they were forced to close their North Center shop after they were “outed” as supporters of Mr. Trump last year. A western Massachusetts business owner faces a boycott of his stores after attending an event with Mr. Trump last week.
In Pittsburgh, Trump opponents created a list of small businesses who supported him and urged a boycott. Taking this to a whole new level, a movement called Grab Your Wallet urges consumers to boycott 22 department stores (including Bloomingdale’s, Macy’s and Saks), five marketplaces (including Amazon, of course), 13 clothing and shoe outlets (including Marshalls, Ross Stores and T.J. Maxx), six household stores and eight lodging and travel agencies (including Expedia, Booking.com and Kayak) because they made the mistake of selling or supporting “Trump brands.”
Come on, guys. I know you don’t love Donald Trump. But you’re boycotting businesses — small businesses — just because their politics aren’t in agreement with yours? Really?
Yes, really. Or at least to Timothy Noah, who is so upset with the GOP candidate that he writes in The New Republic to “boycott the son of a b——” by urging small contributors to be “put on notice that if they give money to Trump after such-and-such a date, they too will be targeted for boycotts.” He says that “many of these contributors operate small businesses identified in Federal Election Commission reports” and therefore “the same notice could go out to vendors who do business with Trump’s campaign, who are also identified in FEC reports.”
Everyone is entitled to free speech, and none of this opposition is unlawful. And it’s not only Mr. Trump who receives this kind of attention. Corporations such as Disney, Anheuser-Busch, Target and Dick’s Sporting Goods have been the targets of criticism and boycotts from the right due to what their critics call “woke” policies. But this opposition has a much different tone. It’s institutional. It’s not — mostly — personal. With Trump haters, it goes well beyond that. I don’t see or read about anyone boycotting or harassing a business because the owner supported President Biden or now supports Vice President Kamala Harris.
What’s the lesson? It’s the same lesson I’ve been trying to teach to my clients for years: Stay out of politics, especially if you’re a Trump supporter.
If you run a business, stick to your business. Do not hang political signs in front of your company. Don’t be an activist. Do not host political events. Do not post political thoughts on social media. Do not allow election talk inside your walls. Do not engage in debates or conversations with anyone — employees, vendors, customers, partners — about politics. If you’re drawn into the conversation, nod politely and look for an opportunity to change the subject.
In these times, taking a stand on any political or social issue pretty much guarantees you’ll alienate half of your community. You’ll lose customers. You’ll lose talent. It’s a lose-lose situation. And trust me, you’re not going to change anyone’s mind.
You’re passionate about an issue? Abortion? LGBTQ rights? Inflation? Immigration? Express that passion on your ballot. This is the burden, among others, that you have assumed and must bear if you run a business. You’re not an employee. You’re an owner. You’re a leader. And in order to grow and create value for your company — which creates a livelihood for many others — it’s important to create an environment focused only on business. Business and politics don’t mix.
• Gene Marks runs The Marks Group, a financial and technology consulting firm near Philadelphia.
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