So where’s the upside for this decision of Levi Strauss management?
The clothing company said it would be partnering with Everytown for Gun Safety and Michael Bloomberg to form Everytown Business Leaders for Gun Safety in a blogpost on their website. It also said it would set up the Safer Tomorrow Fund, which Levi Strauss said would direct more than $1 million over the next four years to “fuel the work of nonprofits and youth activists who are working to end gun violence in America.” The company went on to say it would begin doubling the amount it matches for employee donations to gun-control groups aligned with the fund and pushed employees to use their five hours a month in paid volunteer time at the gun-control groups.
Levi Strauss said while they had already requested customers not carry firearms in their store in 2016 and had supported gun-control initiatives in the past, they felt they needed to become more politically involved in the issue.
I get it that the CEO and maybe his mother or somebody is a gungrabber who believes pissing off his customer base will somehow curtail “gun violence. But are there no stockholders willing to take exception? Is he or are they aware of this thing called “Wrangler?” I don’t follow matters economic, but these are the things I wonder about.
Along with “What if we’re supposed to boycott everything? That wouldn’t work.”