Business leadership + anti-gun violence In America September 2019 · Edelman + EDELMAN INTELLIGENCE Edelman Intelligence / Anti-Gun Violence in America © 2019 Methodology 10-minute online survey in the U.S. Total sample of n=1,000 nationally representative U.S. adults ages 18+ All fieldwork was conducted between August 22 - 26, 2019 Margin of error U.S. General Population: +/- 3.1% (n=1,000) Edelman Intelligence / Anti-Gun Violence in America © 2019 2 public attitudes toward gun violence Edelman Intelligence / Anti-Gun Violence in America america © 2019 3 The majority of Americans would feel more favorable toward a company whose ceo advocates for a variety of anti-gun violence initiatives Nearly seven in ten would feel more favorable toward a company whose CEO advocates for background checks for all gun buyers. Favorability toward companies where the CEO advocates for gun initiatives % Selected Somewhat More or Much More Favorable Requiring background checks for gun purchases at gun shows or other private sales 68% Requiring universal, comprehensive background checks for all gun buyers 68% Increasing government spending for mental health programs 65% Requiring individuals to obtain a license before being able to purchase a gun 63% Increasing funding for educational programs on the safe use and storage of guns 63% Enacting red flag laws permitting police or family members to petition a state court… 62% Banning high-capacity ammunition clips or magazines 57% Banning the sale of semi-automatic assault guns such as the AK-47 or the AR-15 55% Raising the legal age to buy rifles and shotguns to at least 25 years old in all states 55% Increasing limits on concealed carry permits 52% Ending corporate partnerships with the National Rifle Association (NRA) Allowing school teachers to carry guns in the classroom Banning the sale of guns and gun related merchandise altogether Edelman Intelligence / Anti-Gun Violence in America © 2019 40% The majority of: • DEMOCRATS (81%, 80%), • INDEPENDENTS (65%, 67%), • REPUBLICANS (57%, 57%), • and GUN OWNERS (65%, 64%) would be more favorable toward a company whose CEO advocates for background checks 35% 32% Q13. Would you feel more favorable or less favorable toward a company whose CEO advocates for each of the following policies? Base: National sample n=1000 4 The American public would feel more favorable toward a company that actively supported gun safety laws, funded gun safety education, and/or prohibited customers bringing guns into its stores Respondents are less favorable toward the idea of companies reducing or eliminating the business they do with gun manufacturers and retailers. Favorability toward a company with different anti-gun violence initiatives % Selected Somewhat More or Much More Favorable DEM, IND, REP, and GUN OWNERS are all more favorable 72% 71% 52% 41% 41% 39% 39% Actively supported Funded educational No longer allowed Reduced the amount Reduced the amount No longer offered No longer did gun safety laws programs to promote customers to bring of business they do of business they do member discounts to business with gun gun safety guns into its stores or with gun retailers with gun the National Rifle manufacturers locations manufacturers Association (NRA) Edelman Intelligence / Anti-Gun Violence in America © 2019 Q15. Would you have a more or less favorable opinion of a company that… Base: National sample n=1000 38% No longer did business with gun retailers 5 A supermajority of Americans feel more favorable toward a retail company that required background checks and no longer sold semi-Automatic assault weapons Majorities would also feel more favorable toward a retail company that no longer sold high-capacity ammunition clips/magazines and implemented a 25+ age limit on all gun sales. Favorability toward a retail company with different anti-gun violence initiatives % Selected Somewhat More or Much More Favorable Required a background check for all gun sales 74% No longer sold semi-automatic assault guns such as the AK-47 or the AR-15 63% No longer sold high-capacity ammunition clips or magazines 60% Enacted a 25+ age limit on all gun sales No longer had partnerships or did business with companies associated with guns No longer sold any guns or gun accessories Edelman Intelligence / Anti-Gun Violence in America © 2019 The majority of: • DEMOCRATS, • INDEPENDENTS, • REPUBLICANS, • and GUN OWNERS would feel more favorable 57% 40% 38% Q16. Thinking specifically of retail companies might sell guns either in-store online, would you have a more or less favorable opinion ofscandal? Q5. Howthat would you characterize the role each ofor the following people/organizations played in the college admissions (Shown % Selected among the General Public aware of the scandal [n=766] and the Informed Public aware of the scandal [n=941]) a company that… Base: National sample n=1000 6 nearly half (45%) of Americans would be more likely – and only 11% would be less likely – to purchase from a company if its ceo has taken action to address gun violence 45% Are more Likely to purchase a company’s products/services if the ceo has addressed gun violence And only 11% are less likely to purchase a company’s products/services Edelman Intelligence / Anti-Gun Violence IN in AMERICA America © 2019 Republicans • • • 29% more likely to purchase 53% no impact 19% less likely to purchase Democrats • • • 62% more likely to purchase 32% no impact 6% less likely to purchase Independents • • • 46% more likely to purchase 37% no impact 17% less likely to purchase Gun Owners • • • 38% more likely to purchase 45% no impact 17% less likely to purchase Q20. Would you be more or less likely to purchase a company’s products or services if its CEO has taken action to address gun violence? (More likely NET of Somewhat More Likely and Much More Likely) National sample n=1000 7 Implications for business leadership 1 2 3 business leaders have license to take action on Gun Safety There is broad support for a range of ceo and company actions Businesses have more to gain than they put at risk by Taking a stand Executives have the public’s permission to use their platforms to draw visibility to the issue and support gun safety laws. Businesses can choose from a variety of unifying initiatives – like background checks, red flag laws and educational program funding – based on organizational fit. Consumers are 3x more likely to respond positively than negatively to a ceo or company that takes action to address gun violence. 8 QPPENDIX EDELMQN INTELLIGENCE ANTI-GUN VIOLENCE 2019 Demographics Gender Race Education Level Male 49% White 80% Grade school 1% Female 51% African or African descent 8% Some high school 5% Asian-American/ Asian 6% Graduated high school 35% Native Hawaiian/ Pacific Islander 1% 5% American Indian or Alaska Native 1% Vocational school/ Technical school Some college 25% Graduated College 18% Post-graduate degree 11% Age 18-24 12% 25-34 18% 35-44 16% 45-54 17% 55-64 17% 65+ 19% Region Northeast 17% Midwest 21% South 38% West 24% Ethnicity REGISTERED PARTY Identification Democratic 35% Republican 35% Independent 23% Libertarian 1% Other/Unsure 5% Annual household income Less than $25,000 27% $25,000- $49,999 25% $50,000- $74,999 20% $75,000- $99,999 10% $100,000- $124,999 5% Employment status Employed full time 28% Employed part time 12% Unemployed 12% Retired 26% Student 5% Homemaker 13% Gun ownership Yes, I own a gun 21% Hispanic / Latino 8% $125,000- $149,999 3% Yes, someone in my household owns a gun 13% Not / Prefer not to answer 91% $150,000+ 5% No 65% Edelman Intelligence / Anti-Gun Violence in America © 2019 National Sample n=1000 10 VOU