logo
  • Canada

    Canada

    What to expect from Doug Ford's government as legislature resumes
    • 2019-02-18 4:04:52 AM
    • 36

    What to expect from Doug Ford's government as legislature resumes

    McGill farming grad fears she'll have to leave Quebec because of CAQ immigration plan
    • 2019-02-16 7:14:30 PM
    • 9

    McGill farming grad fears she'll have to leave Quebec because of CAQ immigration plan

    Canada will reinforce a 'rules-based international order,' Freeland says
    • 2019-02-16 7:36:15 PM
    • 9

    Canada will reinforce a 'rules-based international order,' Freeland says

    3 houses on fire after explosion in southeast Calgary
    • 2019-02-17 10:08:29 AM
    • 7

    3 houses on fire after explosion in southeast Calgary

  • World

    World

    5 dead, 5 injured after gunmen storm Cancun bar
    • 2019-02-16 7:29:16 PM
    • 8

    5 dead, 5 injured after gunmen storm Cancun bar

    Southern Alberta missionary group rescued by helicopter in Haiti
    • 2019-02-16 5:42:41 PM
    • 7

    Southern Alberta missionary group rescued by helicopter in Haiti

    India, Iran both threaten action against Pakistan after suicide attacks on soldiers
    • 2019-02-16 5:15:44 PM
    • 6

    India, Iran both threaten action against Pakistan after suicide attacks on soldiers

    More than 1,500 brave freezing rain to honour Aurora shooting victims
    • 2019-02-17 8:06:13 PM
    • 6

    More than 1,500 brave freezing rain to honour Aurora shooting victims

  • Business

    Business

    Canada farmers swap soybeans as U.S.-China spat drags on prices
    • 2019-02-16 9:29:29 AM
    • 19

    Canada farmers swap soybeans as U.S.-China spat drags on prices

    Machines vs. cashiers: Why shoppers are so divided over self-checkout
    • 2019-02-17 4:08:32 AM
    • 5

    Machines vs. cashiers: Why shoppers are so divided over self-checkout

    Ontario energy minister on Hydro One CEO pay: 'This is not a negotiation'
    • 2019-02-16 5:02:37 AM
    • 4

    Ontario energy minister on Hydro One CEO pay: 'This is not a negotiation'

    TransCanada denied request for some Keystone XL preparatory work
    • 2019-02-16 9:29:16 AM
    • 4

    TransCanada denied request for some Keystone XL preparatory work

  • Technology

    Technology

    Sephora causes uproar after cancelling orders that used $88-off promo code
    • 2019-02-17 10:07:45 AM
    • 30

    Sephora causes uproar after cancelling orders that used $88-off promo code

    Website uses artificial intelligence to generate realistic human faces from scratch
    • 2019-02-17 2:20:30 PM
    • 2

    Website uses artificial intelligence to generate realistic human faces from scratch

    Killer whales eat dolphins. So why are these dolphins tempting fate?
    • 2019-02-18 4:05:16 AM
    • 1

    Killer whales eat dolphins. So why are these dolphins tempting fate?

  • Sport

    Sport

    Canadian RJ Barrett has triple-double, No. 2 Duke beats NC State, 94-78
    • 2019-02-16 10:48:50 PM
    • 5

    Canadian RJ Barrett has triple-double, No. 2 Duke beats NC State, 94-78

    Canada's Mark Arendz earns 10th career para Nordic world championships medal
    • 2019-02-17 8:51:52 PM
    • 5

    Canada's Mark Arendz earns 10th career para Nordic world championships medal

    Shiffrin fights through chest cold to win 4th straight world slalom gold
    • 2019-02-16 10:23:06 AM
    • 4

    Shiffrin fights through chest cold to win 4th straight world slalom gold

    Road to the Olympic Games: Alpine world ski championships
    • 2019-02-16 12:38:23 PM
    • 4

    Road to the Olympic Games: Alpine world ski championships

  • Entertainment

    Entertainment

    Viral video shows mayhem of massive car pileup in Missouri that left 1 dead
    • 2019-02-16 6:30:08 PM
    • 5

    Viral video shows mayhem of massive car pileup in Missouri that left 1 dead

    Tabloids: Duchess Meghan's Cinderella story unravels
    • 2019-02-17 7:48:19 AM
    • 5

    Tabloids: Duchess Meghan's Cinderella story unravels

    Alec Baldwin's Trump declares a national emergency in SNL's cold open
    • 2019-02-17 12:03:34 PM
    • 5

    Alec Baldwin's Trump declares a national emergency in SNL's cold open

    Academy reverses plans, will broadcast all awards live at Oscars
    • 2019-02-16 10:09:43 AM
    • 4

    Academy reverses plans, will broadcast all awards live at Oscars

  • Politics

    Politics

    NDP communications director to resign after Burnaby South byelection
    • 2019-02-16 2:58:14 PM
    • 5

    NDP communications director to resign after Burnaby South byelection

    What led to Amazon's Valentine's Day breakup with New York
    • 2019-02-17 5:29:58 PM
    • 5

    What led to Amazon's Valentine's Day breakup with New York

    The House: The damage done by the SNC-Lavalin scandal
    • 2019-02-16 9:00:42 AM
    • 4

    The House: The damage done by the SNC-Lavalin scandal

    Joe Biden says he will decide 'in the near term' whether to run for president in 2020
    • 2019-02-16 12:07:14 PM
    • 4

    Joe Biden says he will decide 'in the near term' whether to run for president in 2020

  • Opinion

    Opinion

    What can we do to prevent nuclear war?
    • 2019-02-17 8:28:53 AM
    • 4

    What can we do to prevent nuclear war?

    Why SNC-Lavalin deserves to avoid prosecution
    • 2019-02-17 8:29:06 AM
    • 4

    Why SNC-Lavalin deserves to avoid prosecution

    There's still time to save the Intermediate-range Nuclear Forces Treaty
    • 2019-02-17 8:29:35 AM
    • 4

    There's still time to save the Intermediate-range Nuclear Forces Treaty

    Finding the right mix for full day kindergarten
    • 2019-02-17 8:28:40 AM
    • 3

    Finding the right mix for full day kindergarten

  • Lifestyle

    Lifestyle

    You and your poo: Why fecal medicine could be the next big buzz
    • 2019-02-16 9:20:32 AM
    • 9

    You and your poo: Why fecal medicine could be the next big buzz

    Family says B.C. mother killed in parking lot rampage put son's life ahead of hers
    • 2019-02-17 1:43:05 PM
    • 9

    Family says B.C. mother killed in parking lot rampage put son's life ahead of hers

    Running with dogs healthy for pet and owner
    • 2019-02-17 4:38:39 PM
    • 6

    Running with dogs healthy for pet and owner

    Carfentanil found in Kingston: Public health unit
    • 2019-02-16 5:47:31 PM
    • 5

    Carfentanil found in Kingston: Public health unit

  • Video

    Video

    Should there be curbs on free speech? | The Economist
    • 2019-02-16 5:36:33 AM
    • 5

    Should there be curbs on free speech? | The Economist

    XXXTENTACION - SAUCE! (Official Video)
    • 2019-02-16 2:01:07 PM
    • 5

    XXXTENTACION - SAUCE! (Official Video)

    ♡• DRAW MY LIFE | L'ATELIER DE ROXANE  •♡
    • 2019-02-16 11:47:31 PM
    • 5

    ♡• DRAW MY LIFE | L'ATELIER DE ROXANE •♡

    This Is The Worst Smartphone.
    • 2019-02-16 11:47:41 PM
    • 5

    This Is The Worst Smartphone.

Business

http://www.canada24news.com/business/levi-strauss-ceo-takes-a-side-on-gun-control/142200-news
Levi Strauss CEO takes a side on gun control
  • 2018-09-14 11:39:24 AM
  • 8

Levi Strauss CEO takes a side on gun control

By Abha BhattaraiThe Washington Post
Fri., Sept. 14, 2018

Levi Strauss & Co. is taking a stand against gun violence, an unexpectedly political move from the all-American denim company that could turn off some customers — but also win it points with a new segment of shoppers.

The San Francisco-based retailer said last week it is pledging more than $1 million to support non-profit and youth activists who are working to end gun violence. The company is also partnering with Michael Bloomberg to help create a coalition of business leaders who support gun control measures and encouraging employees to get involved in political causes.

“The gun violence epidemic in America has hit a point where something has to be done,” chief executive Chip Bergh said in an interview. “It’s inevitable that we’re going to alienate some consumers, but we can no longer sit on the sidelines and remain silent on this issue.”

He added that consumer reaction so far has been “generally very, very favourable and supportive.” (A couple of shoppers, he added, have even asked him to run for president.)

The retailer is the latest in a string of high-profile companies, including Nike, Patagonia, Yuengling and REI, to wade into highly political debates. The wave of corporate activism, experts say, is one way for businesses to connect with politically minded shoppers, even if they risk offending others. Either way, they say, consumers are increasingly comfortable voting with their wallets — and aren’t afraid to support or boycott companies based on their views.

“In a world where they no longer expect the government to fix things, people are turning to corporate America to step in and do some good,” said Peter Horst, founder of marketing consultancy CMO. “Consumers increasingly want to engage with companies whose values match theirs.”

And, he said, retailers are realizing they can afford to alienate some U.S. consumers as they look abroad for a bigger chunk of their growth. Levi Strauss, which also manufactures the brands Dockers and Denizen, made the bulk of its sales — 52 per cent — outside the United States last year. Sales grew 13 per cent in France, Germany, Mexico and the U.K., compared to 2 per cent growth in the United States.

Bergh, a former officer in the U.S. army, said he doesn’t want to repeal the Second Amendment. Instead, he’s hoping to get government leaders to take specific steps to reduce gun violence, such as requiring criminal background checks of gun purchasers or limiting gun sales to those age 21 and older.

“The gun debate is very, very contested and emotional, but I think there needs to be momentum here,” he said. “We are willing to take that short-term hit to do the right thing.”

He said the company had not conducted market research on its consumers’ views on gun control, but he noted that Levi’s “is a very democratic brand” that cuts across income levels and other demographics. The company, which rose to popularity a century ago by catering to cowboys and lumberjacks in the Wild West, has shifted its strategy in recent years to appeal to higher-end, more urban shoppers. Last year it collaborated with Google to create a $350 battery-powered denim jacket that can play music, give directions and alert users to new phone calls and text messages.

Bergh said he’d had a nagging feeling that he should do more, particularly in the aftermath of the shooting at Marjory Stoneman Douglas High School in Parkland, Fla.

“This is an issue that has been bubbling up for a while, but now is the time for gun control,” he said. “My personal view is that companies have an obligation to make the world a better place. They have to do more than just make a profit.”

He joins a growing list of business leaders who are speaking out on a range of contested issues, from immigration reform to environmental causes.

“It started with millennials and now it’s everyone: People care a lot about what the companies behind their products stand for,” said Anthony Johndrow, chief executive of Reputation Economy Advisors, a New York-based firm. “There’s a sense of urgency as brands try to figure out what they believe in.”

Sometimes, he said, the answer is simple, like when outdoors goods retailers Patagonia, REI and the North Face publicly denounced President Donald Trump’s 2017 executive order slashing the size of two national monuments in Utah. “The president stole your land,” Patagonia posted on its website. (Congressional Republicans were quick to fire back: “Patagonia: Don’t buy it,” the House Natural Resources Committee said in an email to a list of subscribers.)

Nike, meanwhile, triggered controversy last week when it announced that Colin Kaepernick, the former NFL player who protested police brutality by kneeling during the national anthem, would be the face of its latest “Just Do It” advertising campaign.

There were strong feelings on both sides. Some cut the Nike “swoosh” off their socks or set their sneakers on fire. Others said they’d be stocking up at the nearest Nike store. Although the company’s stock initially took a 3 per cent hit, the move may ultimately be good for business. Nike’s online sales soared 31 per cent after the announcement, according to data from Edison Trends, a San Francisco-based firm.

“It’s become part business calculus, part strategic gut-level assessment of your conviction and passions,” said Horst, former chief marketing officer for Hershey.

In Levi’s case, Bergh says it’s important for the company to “do the right thing,” even if not everyone agrees. When the Boy Scouts of America banned gay troop leaders in the late 1970s, Levi Strauss pulled all financial support from the organization. The backlash from consumers was swift, but “we knew it was the right thing to do,” Bergh said.

“Twenty years from now, when people look back,” he added, “we want them to say, ‘Levi’s was on the right side of good.’”

  • Report an error
  • Journalistic Standards
  • About Us
  • Levi Strauss CEO takes a side on gun control
  • Levi Strauss CEO takes a side on gun control
  • Levi Strauss CEO takes a side on gun control

Related News

Asia stocks head for muted start as Yuan advances
  • 2019-02-20 6:41:21 PM

Asia stocks head for muted start as Yuan advances

Few incentives in spending-heavy B.C. budget, global downturn worries business
  • 2019-02-20 6:41:20 PM

Few incentives in spending-heavy B.C. budget, global downturn worries business

U.S. franchisee files lawsuit against Tim Hortons, alleges price gouging
  • 2019-02-20 4:58:38 PM

U.S. franchisee files lawsuit against Tim Hortons, alleges price gouging

CEOS for Royal Bank, Enbridge, call for better balance in energy policies
  • 2019-02-20 4:02:28 PM

CEOS for Royal Bank, Enbridge, call for better balance in energy policies

Federal Liberal government to introduce pre-election budget on March 19
  • 2019-02-20 4:02:28 PM

Federal Liberal government to introduce pre-election budget on March 19

Jason Kenney pledges education revamp if UCP wins power in Alberta
  • 2019-02-18 2:39:36 PM
  • 8

Jason Kenney pledges education revamp if UCP wins power in Alberta

Amazon pledges to be halfway to carbon neutral by 2030
  • 2019-02-18 12:46:54 PM
  • 5

Amazon pledges to be halfway to carbon neutral by 2030

Politicians, business experts call for end of Sidewalk Labs project
  • 2019-02-18 4:15:41 PM
  • 4

Politicians, business experts call for end of Sidewalk Labs project

Canadian heavy crude slips with pipeline rationing set to rise
  • 2019-02-19 3:44:28 PM
  • 4

Canadian heavy crude slips with pipeline rationing set to rise

Canadian retaliation to U.S. metal tariffs causing pain, says ambassador
  • 2019-02-19 4:52:29 PM
  • 4

Canadian retaliation to U.S. metal tariffs causing pain, says ambassador

Canada farmers swap soybeans as U.S.-China spat drags on prices
  • 2019-02-16 9:29:29 AM
  • 19

Canada farmers swap soybeans as U.S.-China spat drags on prices

Machines vs. cashiers: Why shoppers are so divided over self-checkout
  • 2019-02-17 4:08:32 AM
  • 5

Machines vs. cashiers: Why shoppers are so divided over self-checkout

Ontario energy minister on Hydro One CEO pay: 'This is not a negotiation'
  • 2019-02-16 5:02:37 AM
  • 4

Ontario energy minister on Hydro One CEO pay: 'This is not a negotiation'

Latest News

Sneak peek: Killer App
Video
  • 2019-02-21 4:12:27 AM
  • 3

Sneak peek: Killer App

Alberta government subsidies increasing for fossil fuel industry: report
Business
  • 2019-02-21 4:11:03 AM
  • 0

Alberta government subsidies increasing for fossil fuel industry: report

Students abused at Catholic school for deaf boys in Verona seek closure at Pope's summit
World
  • 2019-02-21 4:08:51 AM
  • 0

Students abused at Catholic school for deaf boys in Verona seek closure at Pope's summit

Ottawa could face four class-action lawsuits over $165M error at Veterans Affairs
Politics
  • 2019-02-21 4:05:50 AM
  • 0

Ottawa could face four class-action lawsuits over $165M error at Veterans Affairs

Bronwyn Taylor, woman missing in Surrey, was last seen in the City Parkway
Canada
  • 2019-02-21 2:40:29 AM
  • 0

Bronwyn Taylor, woman missing in Surrey, was last seen in the City Parkway

UNC basketball player Zion Williamson injures knee after shredding his shoe; Nike responds
Sport
  • 2019-02-21 2:28:36 AM
  • 0

UNC basketball player Zion Williamson injures knee after shredding his shoe; Nike responds

Tofino becomes training ground for Canadian surfers hoping to make Olympic debut
Sport
  • 2019-02-21 1:24:58 AM
  • 3

Tofino becomes training ground for Canadian surfers hoping to make Olympic debut

Watch the 2019 nordic skiing world championships
Sport
  • 2019-02-21 1:04:10 AM
  • 2

Watch the 2019 nordic skiing world championships

Democrats ready a resolution to block Donald Trump's emergency declaration
Politics
  • 2019-02-21 12:48:29 AM
  • 3

Democrats ready a resolution to block Donald Trump's emergency declaration

Gaudreau snaps 9-game goalless drought as Flames double up Islanders
Sport
  • 2019-02-21 12:27:35 AM
  • 3

Gaudreau snaps 9-game goalless drought as Flames double up Islanders

Terry Crews speaks in Edmonton about men's role in preventing violence
Canada
  • 2019-02-21 12:24:42 AM
  • 2

Terry Crews speaks in Edmonton about men's role in preventing violence

With Zion injured after shoe blows out, No. 8 UNC beats No. 1 Duke
Sport
  • 2019-02-21 12:15:49 AM
  • 3

With Zion injured after shoe blows out, No. 8 UNC beats No. 1 Duke

Balanced Avalanche offence shines in rout of Jets
Sport
  • 2019-02-21 12:04:05 AM
  • 3

Balanced Avalanche offence shines in rout of Jets

El Paso County, civil rights group sue Donald Trump over emergency declaration
World
  • 2019-02-20 11:53:34 PM
  • 3

El Paso County, civil rights group sue Donald Trump over emergency declaration

Man with homemade explosives planned to attack Wisconsin university campus: prosecutor
World
  • 2019-02-20 11:12:59 PM
  • 3

Man with homemade explosives planned to attack Wisconsin university campus: prosecutor

Dog reunited with family 101 days after California wildfire
Lifestyle
  • 2019-02-20 11:05:43 PM
  • 2

Dog reunited with family 101 days after California wildfire

Ballerina who set her sights high now helps kids attain their dreams
Lifestyle
  • 2019-02-20 11:05:43 PM
  • 2

Ballerina who set her sights high now helps kids attain their dreams

Calgary council could restart arena talks with Flames soon
Canada
  • 2019-02-20 11:05:14 PM
  • 2

Calgary council could restart arena talks with Flames soon

Woman who climbed Statue of Liberty scales Texas building to protest family separation
World
  • 2019-02-20 10:45:44 PM
  • 3

Woman who climbed Statue of Liberty scales Texas building to protest family separation

Marvel Studios' Captain Marvel |
Video
  • 2019-02-20 10:37:09 PM
  • 4

Marvel Studios' Captain Marvel | "Rise" TV Spot

Follow

Popular

  • Fight climate change — use recycled toilet paper and less of it
    Business

    Fight climate change — use recycled toilet paper and less of it

  • Tilray to acquire hemp food company Manitoba Harvest for up to $419 million
    Business

    Tilray to acquire hemp food company Manitoba Harvest for up to $419 million

  • Imam speaks to mother of 7 children who died in Halifax house fire
    Canada

    Imam speaks to mother of 7 children who died in Halifax house fire

  • YMCA in north-end Moncton closer to reality
    Canada

    YMCA in north-end Moncton closer to reality

  • Ontario salt shortage forces private contractors to go to Morroco, Egypt to stay in business
    Canada

    Ontario salt shortage forces private contractors to go to Morroco, Egypt to stay in business

  • Child killer must remain at psychiatric hospital
    Canada

    Child killer must remain at psychiatric hospital

  • Saskatoon police pilot recalls 'miracle' rescue of legally blind man
    Canada

    Saskatoon police pilot recalls 'miracle' rescue of legally blind man

  • Ice fisherman camping at Sand Lake describes truck 'flying into our tents'
    Canada

    Ice fisherman camping at Sand Lake describes truck 'flying into our tents'

  • Woman 'really devastated' after shelling out $5K for plane tickets she never got
    Canada

    Woman 'really devastated' after shelling out $5K for plane tickets she never got

  • Edmonton firefighters feel the chill during rooftop campout for muscular dystrophy
    Canada

    Edmonton firefighters feel the chill during rooftop campout for muscular dystrophy

  • 'Socks by Bob' is looking for help
    Canada

    'Socks by Bob' is looking for help

  • Midweek podcast: How is the Liberal caucus dealing with the SNC-Lavalin affair?
    Politics

    Midweek podcast: How is the Liberal caucus dealing with the SNC-Lavalin affair?

  • Shrunken protest convoy leaves Ottawa after second day, enjoying Tory support
    Politics

    Shrunken protest convoy leaves Ottawa after second day, enjoying Tory support

  • Drone footage shows extent of oil spill near St. Lazare, Man.
    Canada

    Drone footage shows extent of oil spill near St. Lazare, Man.

  • Trudeau says no public inquiry into SNC-Lavalin affair needed right now
    Politics

    Trudeau says no public inquiry into SNC-Lavalin affair needed right now

canada24news.com

canada24news.com © 2017 Contact Us