What’s the story?

THE TREND

Americans are now more worried about gun violence than healthcare.

THE DATA

In 2020, gun violence was 6th on Americans’ list of worries – behind healthcare, climate change, and racism. It’s now 1st, with concern being driven by some surprising groups.

THE TAKEAWAY

As anxiety around gun violence continues to grow, there’s room for brands to explore carefully-considered approaches to the conversation.

What’s happening and why?

As our chart shows, concern about gun violence is growing in the unlikeliest of demographics like aspiring Marines and readers of Guns & Ammo. So what’s going on?

For many years brands avoided the issue of gun violence on the basis that it was divisive. But corporate America doesn’t stand still. Instead of prioritizing shareholder return above everything else, some corporations are starting to embrace a broader responsibility to their consumers, employees, and stakeholders - which ultimately means every American.

These businesses haven't forgotten the bottom line of course; instead they’re coming to realize that commercial success is often better served by supporting communities, investing in employees, and exceeding customer expectations.

Not every brand wants or needs a “purpose” or to take a position on gun violence, but for those that do, safety is starting to dominate the conversation.

Why should brands care?

Numbers don’t lie. Americans worried about gun violence are 43% more likely to want brands to be socially responsible; for example, by taking a position on gun violence.

The message from consumers is, instead of doing nothing, be the brand that stands out by doing something. It’s a message many corporations may find increasingly hard to ignore.