Delta learns the hard way there's no such thing as neutral
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Credit: Illustration by Doug Chayka
Delta Air Lines’ decision to end discounts to National Rifle Association members made it a social media target of gun-rights supporters. It also cost the company a bundle after Georgia Senate Republicans retributed by axing a fuel tax exemption that would have saved the airline $50 million.
Delta was one of many corporate partners that cut NRA ties in the wake of the massacre at Marjory Stoneman Douglas High School in Parkland, Florida, that killed 17 people. In doing so, Delta claimed it was trying to remain “neutral” on the issue because it neither supported nor opposed gun control (and therefore should not offer discounts to groups associated with either faction). But in this environment, brands that try to remain outside broad societal conversations are damned if they do and damned if they don’t.
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