This story originally ran at Examiner.com
Set aside for a moment, if you will, the question of whether or not you agree with the views of John Mackey, co-founder of Whole Foods Market Inc., concerning health care reform.
Clearly the nation is deeply divided on the topic and Mackay has both ardent allies and determined detractors.
What I think is the more enduring question for other businesses, senior executives and their public relations consultants is the wisdom – or lack thereof – of any prominent company executive voicing a conservative public opinion on a topic that is certain to rub his or her liberal customers the wrong way.
Before addressing the wisdom or stupidity of Mackay’s decision to express his beliefs, a brief recap of last week’s events is in order.
On Wednesday, August 12th, The Wall Street Journal ran an Op-Ed submission from Mackey in which he opined “the last thing our country needs is a massive new health-care entitlement that will create hundreds of billions of dollars of new unfunded deficits and move us much closer to a government takeover of our health-care system.”
Rather, Mackay urged “less government control and more individual empowerment” and offered eight ideas of his own that he believes will work much better than those being touted by the Democrats in Congress and President Obama.
Cries of foul arose immediately from those on the Left, including many previously loyal Whole Foods customers whose interest in organic, environmentally friendly, health-conscious foods have been a large reason that the Austin, Texas-based food and drug chain has become the 10th largest supermarket outlet in the nation.
Instantaneously, the blogosphere began to buzz with complaints from angry Whole Foods customers. The company’s own web site, which features customer forums, gave rise to dozens, then hundreds, and eventually thousands of unhappy and pointed comments.
By Saturday, August 15th, as Fox News noted on its web site: “Calls to boycott Whole Foods Market are growing louder and more sophisticated…”
Whole Foods went into full damage control mode, which included a public mea culpa to its customers who were offended by Mackey’s opinion and ideas. “John’s intent was to express his personal opinions – not those of Whole Food Market team members or our company as a whole,” the company noted. “We offer you a sincere apology.”
Frankly, Whole Foods merits its own chapter in my voluminous book, “The World’s Dumbest PR Blunders.”
Let me note, for anyone who wonders, that I think Mackey is absolutely right and that his eight suggestions – including health-related tax and tort reforms – make a whole lot more sense than the 1,100-page incognito health care takeover that Congress is hawking.
But Mackey, whose customers tilt disproportionately toward the Left, fails to understand the very people whom he serves. Worse, after showing some backbone – a dumb PR mistake, if not a noble one – his company throws both the man and his ideas under the bus – making Whole Foods look every bit the fool it is.
In America in the 21st century, you can’t be in business and express strong views on social or political issues unless they adhere to left-wing doctrine.
Keep in mind that the Left and the Right don’t think or act alike in America.
The Left will boycott any business, any cause or any person who fails to march (publicly at least) to the drumbeat of their doctrine.
The Right, in contrast – and in my opinion weakly – will continue to frequent movies that star Sean Penn, Susan Sarandon and other conservative bashers; the Right will buy the albums of Barbra Streisand, the Dixie Chicks, and other ‘America is always at fault’ promoters; the Right will shop in chain stores and restaurants that flaunt their ‘green’ records as a response to fictional man-made global warming; and the Right will continue to watch NBC, ABC and CBS, even as their network newscasts serve as propaganda organs for the Obama administration and left-wing dogma.
Summing up, here is how Whole Foods goofed and the PR lessons the company overlooked.
1. It’s okay for company executives to speak out in sync with liberals, but never, ever on behalf of conservatives.
2. If you have the courage (or stupidity) to ignore lesson #1, at least have the sense not to apologize for speaking the truth.
In some idealistic society, Whole Foods’ John Mackey would be a hero. I think he is. In an effort to bring logic to a public issue that is sorely lacking in reason, he thought out and then wrote out his own ideas on how to help our country and those who lack proper medical insurance. He should be lauded for his effort, even from those who don’t support his plan’s specifics.
But this isn’t that idealistic society. Free speech and freedom itself are anything but free. In 2009, to speak your mind – if you reside on the right of the political spectrum – is to invite public derision.
Mackey and Whole Foods walked into a left-wing hornets nest from which they will feel the financial stings for years to come.
The bottom line is this: Business executives should stay away from public discourse unless they are liberals or unless they love their country and our way of life more than they love their income.
Patriots be warned!
Dear Friend-Excellant observations. I am quite tempted to indulge in a sampling of humus, if for no other reason than to support John Mackay.
Posted by: Skip Rice | 10/23/2009 at 05:19 AM