By Evan Henerson
Jolly old St. Nick has centuries of practice figuring out who has been naughty and who has been nice this holiday season. But apparently, the folks at Breitbart News think that this year the man in the red suit can use a little bit of help with his list.
After Kellogg’s pulled its advertising from Breitbart and encouraged its subsidiaries to do the same, Breitbart went on the attack mode, creating a #DumpKelloggs campaign urging readers to pitch the Pringles and forego the Frosted Flakes in the interest of protecting America against Kellogg’s bigotry and left-wing totalitarianism.
In the words of ex-Breitbartian honcho Steve Bannon’s new boss: “Wrong!”
And how very naughty of Breitbart to level that kind of an accusation!
When you publish content that demeans women and minorities or when your leaders are associated with those kinds of values, it kinda stands to reason that certain people aren’t going to like it, and are not going to want to do business with you. The key words here are “do business.” Last we checked, nobody has ever been legally or even morally obligated to place an ad anywhere.
Companies have always been – and we hope always will be – free to choose how and where to spend their advertising dollars. Kellogg’s realizes this, and, per a company statement, they have been working with media buying partners to “ensure our ads do not appear on sites that are not aligned with our values as a company.” Companies like Allstate, Nest, EarthLink, Warby Parker and SoFi have done the same, according to the Washington Post.
Here’s something interesting. The Dump Kellogg’s boycott is all over the Breitbart website, occupying a page where people can sign up and with accompanying analysis of why this is a bad idea from a business perspective, Breitbart will eventually win, etc.
Kellogg’s, by sharp (and smart) contrast, has moved on. There is not a single word about the boycott or about the ad-pulling decision anywhere on the company’s website…not in news, not in the blog, not on the mainpage, nowhere. Oh, you can certainly read about Kellogg’s values via news of some of their campaigns, about the company’s social commitment (including supporting LGBTQ youth and ending hunger), but not a precious word justifying their patriotism in the wake of an alt-right attack. Of course, when you can boast $13.5 billion in sales in 2015, you probably figure boycotts come and go.
For quietly taking an ethical stand and refusing to crow about it, Kellogg’s gets candy canes. If you agree, sign our petition to Keep Buying Kellogg's.
For the sleazy suggestion that taking advantage of a free marketplace makes you un-American, it’s coals for Breitbart.
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