Remember, as midterm season heats up, politics and business just don’t mix

Opinion>Opinions - Campaign The views expressed by contributors are their own and not the view of The Hill Remember, as midterm season heats up, politics and business just don’t mix Comments: by Gene Marks, opinion contributor - 07/11/26 7:00 AM ET Comments: Link copied by Gene Marks, opinion contributor - 07/11/26 7:00 AM ET Comments: Link copied

Associated Press FILE – Dylan Mulvaney arrives at the 76th annual Tony Awards on Sunday, June 11, 2023, at the United Palace theater in New York. Transgender influencer Dylan Mulvaney on Friday, June 30 she felt abandoned by Bud Light after facing “more bullying and transphobia than I could have ever imagined” over her partnership with the beer giant. (Photo by Evan Agostini/Invision/AP, file)

A Brooklyn coffee shop recently made global news, but not because of its great coffee. It’s because the owner attacked a customer online.

Why? The customer was a local politician who supports Israel and made the grave error of purchasing a cup of coffee from a coffee shop whose owner was opposed to Israel. For such indiscretions, the owner warned him “never set foot” inside the shop again.

“We don’t serve racists, fascists, homophobes, genocide enablers, or anyone in between,” the owner explained online. They must have quite the screening process! I better not mention that I’m a Phillies fan.

This type of ludicrous virtue signaling not only brought on a tidal wave of opposition, but generated a tense rally outside their location that I’m sure frightened the hell out of their employees and caused customers to flee to an infinite number of competitors in the area for their morning brew.

What kind of a business owner causes such a fiasco? One that will likely not be in business for very long.

Mixing politics, social activism and business doesn’t make sense. And it rarely works out well. Don’t believe me? Ask the (former) chief marketing executives at Anheuser-Bush after their failed campaign featuring trans influencer Dylan Mulvaney. It triggered massive protests and caused significant sales drops.

Or remember when Target Corp. in 2023 expanded its annual LGBTQ+ product line in honor of Pride Month, disappointing many of its customers who were not exactly impassioned supporters of the LGBTQ+ community. Because of this campaign, the retailer suffered a sales drop and sparked literal fist fights between customers and employees over the products and where they were positioned in the store.

Ice cream maker Ben & Jerry’s founders often gets into political hot water because of their support of controversial organizations like Black Lives Matter or their opposition to Israel. Their activism oftentimes rubs customers the wrong way and drives them to the competition, a continuing headache for the brand’s owner, Unilever.

Big corporations have learned the hard way that revealing their political or social preferences usually winds up hurting their profits, depressing their valuations and upsetting shareholders. It’s why most businesses today have pulled back or are seriously reconsidering their marketing to specialized interest groups and statements supporting controversial issues.

That’s because these things rarely turn out well. Usually, the businesses become a news story, but not in a good way. People — especially the people that disagree with said company’s position on the issue — see these things and avoid their products and services.

I have a number of clients who test this theory every election cycle. They hang out signs supporting their favored candidate. Other small businesses, like florists and bakeries, have taken stands against providing products for gay weddings, citing their religious preferences. One client of mine — a manufacturer owned by a devout Catholic — hangs crosses on the walls, encourages employees to participate in prayer sessions and, unsurprisingly, supports movements consistent with his side of related political issues.

I get it. He’s passionate about his beliefs. But what he doesn’t see is that this behavior alienates half of his customers, makes some of his existing employees uncomfortable and puts an invisible barrier in the way of recruiting great talent who may hold opposing views. And there’s the opportunity cost: every minute spent defending political statements is a minute not spent serving customers, training employees or growing the business.

Someone needs to tell the dopey owner of that coffee shop that excluding customers is a dopey business practice. Microsoft doesn’t ask its customers if they support Israel before selling them a software license. Chik-Fil-A, notoriously known for their founder’s opposition to LGBTQ+ rights, still sells sandwiches to anyone who can pay, regardless of where they stand on the issue. These companies have shareholders who want profits.

You want to support Palestine? Then march in a pro-Palestine parade. You’re a big right-to-life believer? Then give more money to your church. Have issues with the current administration? Then voice your displeasure in the voting box.

But bringing these issues into your business is irresponsible. It will only serve to drive away customers, make your partners and suppliers uncomfortable and create a difficult workplace for your employees. In some cases, like the Brooklyn coffee shop, it will create toxic PR.

The first responsibility as a business owner isn’t winning political arguments. It’s keeping employees working and customers buying. It’s to provide a livelihood for your people and community by making a great product or providing an excellent service that generates profits. Leave your politics at the door.

Gene Marks is founder of the Marks Group, a small-business consulting firm.

Add as preferred source on Google Tags Business Politics

Comments: Link copied