By Mark Peters and Rachel Emma Silverman
Companies used to avoid hot-button social issues, fearing that
any strong stance could alienate customers and staff. Now,
executives say it is far more risky to stay silent on issues such
as gay rights.
As legislative battles brew in North Carolina, Tennessee,
Mississippi and Georgia over gay and transgender rights, companies
such as Dow Chemical Co., Alcoa Inc. and Northrop Grumman Corp.
have waded into the fray, lobbying elected officials and publicly
condemning measures seen as discriminatory. While such issues seem
to have little connection to the companies' core products, their
executives say that unwelcoming state laws can harm local economies
and hamper the companies' ability to recruit and retain bright
young workers.
The debate over state laws illustrates a new reality of
business, in which corporate activism isn't just encouraged but
expected. A recent survey by public-affairs agency Global Strategy
Group of more than 800 adults with varying political beliefs found
that Americans are overwhelmingly supportive of corporate political
engagement, with 78% agreeing that companies should take action to
address important issues facing society.
"It is becoming an expectation that our companies stand for
something," said Melissa Dodd, an assistant professor at the
University of Central Florida who studies corporate activism.
In Missouri, agribusiness giant Monsanto Co. is leading a fight
against a bill that could eventually allow businesses to deny
certain services to same-sex couples as a matter of religious
freedom. The company, based in St. Louis, employs 5,300 people in
the state.
After similar legislation touched off a firestorm in Indiana,
Monsanto leaders decided that they would mount a strong opposition
if such a bill were to gain traction in Missouri. Such laws run
counter to Monsanto's human-rights policy, said Duane Simpson, the
company's state and local government-affairs lead. Mr. Simpson
recently testified against the bill in Jefferson City, the state
capital.
For a company that draws young workers from elite universities
and Silicon Valley, recruiting was a top concern. Mr. Simpson said
it is hard enough to attract employees accustomed to the ocean and
mountains elsewhere in the country, without having to add concerns
over discrimination.
The issue has driven a wedge between business leaders and
Republican legislators. At a recent meeting of Civic Progress, a
St. Louis business group whose members include many of Missouri's
largest employers such as Boeing Co. and Express Scripts Holding
Co., executives expressed frustration with elected officials,
complaining that lawmakers didn't understand their companies' need
to recruit graduates of elite schools such as Northwestern and
Princeton universities, said Thomas Irwin, the group's executive
director. Members agreed that their companies couldn't afford to
stay silent.
"The concern was about not taking a strong stand," he said.
"They asked in the meeting for numbers" to call lawmakers.
"The more and more you see this kind of legislation, the more
you wonder about your ability to operate in those states long term
if they take this kind of stance," said Jim Fitterling, Dow's
president and chief operating officer. "It's important to us from a
recruiting standpoint. When employees don't have to hide who they
are they are more productive, more innovative."
Dow executives quickly decided to oppose the Missouri
legislation and similar measures in other states. "If anything, we
pushed on our public-affairs team to promote the issue in a
higher-level way," said Howard Ungerleider, Dow's vice chairman and
chief financial officer.
Republican State Senator Bob Onder, who introduced the
legislation, said the pushback comes from "corporate elites" out of
step with most Missourians. Mr. Onder said he has heard from
numerous small businesses that support his legislation. "I really
don't understand where Monsanto finds the need to get involved in
an issue like this," he said, adding that Monsanto might alienate
the conservative farmers who buy the company's seeds.
Dow, which largely sells to other businesses, was prepared for
possible negative customer or employee feedback, but so far "the
positive vastly outweighs the negative," Mr. Fitterling said.
Missouri is only the latest battleground in recent weeks between
big business and state lawmakers over bills seen as discriminatory
to lesbian, gay, bisexual and transgender people. Georgia Gov.
Nathan Deal vetoed legislation after Walt Disney Co. said it would
exit the state -- where the company produces films -- as part of a
larger corporate backlash. In North Carolina, a new law signed by
Gov. Pat McCrory over the objection of large corporations prompted
Deutsche Bank AG to freeze plans to add positions in the state and
PayPal Holdings Inc. to shelve an expansion there.
Consumers and workers, especially younger ones, want to feel
that companies share their beliefs, said Dr. Dodd, the University
of Central Florida assistant professor. U.S. consumers are 8.1%
more likely to buy from a company that shares their opinions and
8.4% less likely to buy from a company that doesn't, according to
research she co-wrote.
Chief executives seem to be "having more impact now" partly
thanks to social-media outlets such as Twitter, which allow
companies to communicate directly with consumers, said Aaron
Chatterji, an associate professor at Duke University who studies
CEO activism.
In a recent study, Dr. Chatterji and Michael Toffel of Harvard
Business School found that people were more likely to oppose
Indiana's religious-freedom law passed last year once they found
that Apple Inc. CEO Tim Cook opposed it. Apple's advocacy seemed to
boost business, too: Consumers were more inclined to buy Apple
products once they learned of Mr. Cook's position on the issue, the
researchers found.
For now, the growing business opposition appears to have slowed
the legislation in Missouri. A House committee held a hearing on
the legislation last week, but hasn't yet moved it to a vote. The
bill could end up before the full House in coming weeks and
eventually on a statewide ballot later this year.
(END) Dow Jones Newswires
April 17, 2016 19:51 ET (23:51 GMT)
Copyright (c) 2016 Dow Jones & Company, Inc.
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