A new study from Edelman Intelligence shows that companies like Walmart that have taken a firm stance to reduce gun violence are more popular among American consumers, Axios reports.
According to the Edelman Trust Barometer, companies have "more to gain than they put at risk by taking a stand" on firearms.
"Executives have the public's permission to use their platforms to draw visibility to the issue and support gun safety laws," Edelman notes.
"Businesses can choose from a variety of unifying initiatives — like background checks, red flag laws, and educational program funding," the report adds.
"Consumers are 3x more likely to respond positively than negatively to a CEO or company that takes action to address gun violence."
Walmart recently announced that its stores will no longer sell ammunition for handguns or short-barrel rifles that could be used with a military-style assault weapon following a deadly mass shooting in an El Paso, Texas, store. The company will also cease selling handguns in Alaska.
"It's clear to us that the status quo is unacceptable," Walmart CEO Doug McMillon wrote in a memo announcing the changes, according to CNBC.
He added that legislators must work to "strengthen background checks and to remove weapons from those who have been determined to pose an imminent danger."
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