2 min
When Brand Activism Meets the Bottom Line
Should companies speak out on political issues? When does taking a stand become a business risk? University of Rochester political scientist and professor of business administration David Primo studies the tension between corporate strategy, free expression, and consumer backlash. His insights have become indispensable for journalists covering the CEOs, sports owners, and brands that increasingly find themselves at the center of public controversies. Primo was recently quoted in The Boston Globe about the fallout from New England Patriots owner Robert Kraft’s intervention in Ed Sheeran’s stadium tour after rapper Macklemore was dropped as an opening act. While Kraft had the legal right to regulate speech on private property, Primo argued, the larger business question is whether companies benefit from policing the political views of performers, employees, or partners. “You’re not going to be a successful arena owner if you start checking people’s politics before you book them,” Primo told The Globe. His expertise extends beyond concerts and stadiums. Primo researches corporate political activity, regulation, governance, and the strategic decisions organizations make when navigating contentious public issues. He has been a source in news stories about boycotts involving big brands like Harley-Davidson and Target. Primo can discuss: • Brand activism and corporate political speech • When companies should — or shouldn’t — take public positions • Consumer backlash and reputational risk • CEO activism and its business consequences • Corporate governance and political decision-making • The intersection of free expression and private businesses As debates over corporate values, sponsorships, employee activism, and executive leadership continue to shape headlines, Primo offers evidence-based insight into how businesses weigh the costs — and potential benefits — of entering the political arena. Connect with him by clicking on his profile.





