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Mr. Marketing: Careful with political views

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For the first time in 40 years I’m buying a childhood favorite: Nestlé Crunch bars.

My hiatus was prompted by a college-era boycott on anything Nestlé, due to their practices selling baby formula to Africa’s poor.

Though officially ended a few years back, the Nestlé boycott was still alive and well in my mind.

When organized properly, these powerful tools hit an “offender’s” pocketbook to get policies changed.

Disney threatened a Georgia filming boycott over undesirable legislation. Hobby Lobby is embargoed by progressives. Levi’s is targeted by conservatives. The list is endless.

In each case, supporting Group A for humanitarian, economic, religious, or political reasons upsets Group B.

Although most calls for boycotts are bluffs, if Group B is sufficiently angry, organized, and funded that threat becomes a reality.

Granted, companies with deep pockets can survive the negative publicity, rallies, and lost profits. But what if your pockets aren’t deep?

Potential boycotts are worth considering in today’s angry political environment.

Each time you share your beliefs in social media, you risk irritating customers who disagree with you.

The temporary satisfaction you get from posting a meme comparing Trump to Hitler or Hillary to the Wicked Witch may ultimately drive away business.

Rodney King famously asked “Can’t we all just get along?” Sadly, the answer’s “No!”

Still, if we lower the conversation’s tenor from shouting to civilized discourse without name-calling, we’ll all be much better off.

By all means debate positions and policies. But remember the potential impacts on your business.

Then, before you start posting conspiracy theories, try not to offend the very people you’re attempting to charm into your store.

Walter Cronkite, for decades America’s most trusted news broadcaster, was invited to run for vice president in 1980. He declined, observing: “Everyone loves me today, but it’s largely because they don’t know my positions on all the issues.”

We can all learn from him. You want to grow your business. Think how disrespectful political posturing on your part may drive your customers into someone else’s arms.

And recognize how long people will willingly sacrifice their favorite things in the name of their own principals.

With that said, I wish you a week of profitable marketing.

Need to share your political views? Take the poll at www.askmrmarketing.com.

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