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Clicktivism adds pressure on businesses

June 1, 2018
Douglas Magazine

School of Communication and Culture Assoc. Prof. Geo Takach and VP Global Advancement, Marketing and Business Development Pedro Márquez were interviewed by Douglas Magazine. They discussed an online petition pressuring Mountain Equipment Co-Op (MEC) to stop sales of products from Vista Outdoor, a company that owns the manufacturer of the gun used at the February school shooting in Parkland, Florida.

Here is an excerpt:

 “‘When you bring values to the forefront, you may be expected to right the wrongs of the world,’ Takach says. ‘But those well-served by the status quo don’t want you to examine it.’ Which means some companies can get away with more. At MEC, shoppers not only want cool stuff and great gear; they’re also concerned with community values and fairness, Takach says.”

Read the full article.