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Americans are now more worried about gun violence than healthcare.
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.
As anxiety around gun violence continues to grow, there’s room for brands to explore carefully-considered approaches to the conversation.
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Elise Hughes
Consumer trends analyst
"There is only one way to avoid criticism: Do nothing. Say nothing. And be nothing." Aristotle wasn't talking about the US gun violence debate, but he may as well have been.
After decades of governments struggling with the issue and getting limited results, gun-related deaths in the US have risen to record levels, with some experts calling it an epidemic.
There's never been a better time for brands to help out, especially with Americans' attitudes evolving. In fact, our research shows that their concern around gun violence now exceeds that around healthcare.
% change in the number of Americans in each group who say they’re worried about gun violence since 2020
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.
Michelle Hillman
Chief campaign development officer, The Ad Council
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.
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