The short answer? Not at all! Here’s my logic on this. Currently, the nation is extremely divided and what that means is that if you, as a business, take the left’s position on a social or political issue, you risk alienating the right and if you take the right’s position on a social or political issue, you risk alienating the left.
As a business, especially if you have investors, your job is to make money. Sure, it is important for your business to stand up for something and have a social cause(s) attached to it but there are plenty of neutral social issues (instead of political positions) and ways your business can get involved without alienating anyone. Some examples include:
- Veterans issues
- Breast and other form of cancers
- People with disabilities
- Homeless assistance
- Obesity and health choices
- Children education improvement
- Healthier lunch options for schools
- Community building and cleaning
These are all issues that the left and right can get behind and won’t risk alienating people on either side. If you, the owner of the business, feel one way or the other on some hot button social or political issues such as immigration or refugees you may want to consider keeping your opinion out of the business. You may use your personal social media accounts or other personal platforms to publish your personal opinions while making sure that your customers understand that those opinions are yours and yours only and do not reflect the views of XYZ Coffee Company.
I understand that if you have a physical location/coffee business it may be tempting to attach your business to the political opinion of your business’s geographical location. An example can be a coffee business located in San Francisco, California, where it is predominantly liberal, taking a liberal position on illegal immigration. The issue with doing this is that you may be limiting your business if you are selling coffee and coffee products online or if you have plans to expand your business beyond your current location. A customer located in a predominantly conservative city/state such as Texas, who loves your freshly roasted coffee, may end up taking their money elsewhere.
The backlash Starbucks received after their decision to hire refugees is a great example as to why businesses shouldn’t dive into politics. This article from Fortune.com talks about the boycott Donald Trump’s supporters have initiated and financial impact on Starbucks as a result.
Staying politically neutral is best for your business.