Americans are looking to businesses to take the lead and address issues outside their transactional footprint – and they are willing to buy and boycott based on those corporate values. Now, in the wake of the tragic Parkland school shooting, gun control is taking center stage...  The call for action is impossible to ignore and brands are responding with a range of actions:

• Discontinuing NRA member discounts: Dozens of brands including Delta, United, MetLife, First National Bank of Omaha, Symantec, Avis Budget Group, Hertz and Enterprise Holdings took to social media to announce they will be discontinuing their discounts for NRA members. Many cited “customer feedback” as the main cause for distancing themselves from the organization.
• Changing gun purchasing policies: Walmart (the largest seller of guns in the country), Dick’s Sporting Goods, L.L.Bean* and Kroger announced they will no longer sell guns and high-capacity magazines to anyone under the age of 21. In addition to the policy changes, Dick’s said it will no longer sell assault-style rifles in its stores. 
• Leveraging Purchasing Power and Dollars to Influence Others: Mountain Equipment Co-op and REI announced that it would suspend future orders from Vista Outdoor, the parent company of CamelBak and Giro, as well as Savage Arms, a manufacturer of AR-15-style semi-automatic rifles.... BlackRock... said it will speak with weapons manufacturers and distributors “to understand their response” to the Florida shooting and is putting pressure on companies such as Sturm Ruger & Company Inc. and American Outdoor Brands Corp.
• Allying with March For Our Lives: Gucci was one of the first brands to financially support March for Our Lives, donating $500,000. Bumble has also donated to the march and announced it will no longer allow images of guns on its user profiles.