Poll: Dick’s Favorability Rating Remain “Fairly Stable” Following Gun Sale Policy Change

According to analysis from Morning Consult Brand Intelligence, Dick’s Sporting Good’s overall net favorability has remained fairly stable since its announcement on February 28 that it would tighten restrictions on gun sales.

At the time, Dick’s said it would stop selling assault-style weapons like the one used in the Parkland, FL high school shooting. The retailer will also no longer sell high-capacity magazines or guns to anyone younger than 21.

Morning Consult’s tracking platform polls 5,000-10,000 Americans on over 1,000 companies. The firm asks around 200 Americans about each brand on a daily basis and whether they have a favorable or unfavorable impression of that brand.

Morning Consult said Dick’s overall net favorability “remained fairly stable” from February 28 to March 6, at 49 percent, although the retailer faced some negative perceptions of its company rise with Trump voters.

Trump voters’ unfavorable attitudes towards the company rose from 13 percent to 26 percent over the last week from February 28 to March 6. In contrast, Clinton voters’ favorable views towards Dick’s increased from 63 percent to 78 percent during the same time.

Morning Consult also explored perceptions around Wal-Mart, Delta and MetLife as a result of the Parkland shooting.

Walmart’s net favorability increased 9 percentage points following their announcement, going from 58 percent on February 28 to 67 percent on March 6. On February 28, Wal-Mart announced that it had ended its sale of assault rifles and raised the minimum age for buying a gun to 21.

Trump voters’ favorable attitudes towards Wal-Mart decreased marginally from 86 percent to 83 percent over the last week from February 28 to March 6. In contrast, Clinton voters favorable attitudes towards Walmart rose from 66 percent to 77 percent during the same time.

Delta’s overall net favorability declined 10 percentage points, from 41 percent on February 24 to 31 percent on March 6. Delta ended its discount for NRA members, which resulted in Georgia lawmakers removing a tax break to punish the airline.

MetLife’s net favorability increased marginally (5 percentage points) after it announced the end of its NRA discount from 29 percent on February 28 to 34 percent on March 6.

Chart courtesy Morning Consult