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At first glance, preventing school shootings, gun violence, and youth suicide may seem like the responsibility of parents, educators, or law enforcement. But a closer lookbacked by researchreveals a much bigger truth: The marketing, media, and tech industries play an outsized role in shaping the narrative of how children view and engage with firearms. That influence can be used for goodor remain a dangerous force accelerating one of our most urgent public health crises. Twelve years ago, when my son Dylan was killed in the Sandy Hook School shooting, gun violence was covered in the media as tragic but inevitable. Just a grim fact of life in America. But over time, that narrative has changed. The emphasis is now on prevention. We recognize that shootings are not random or inevitable. They are preventable. And that narrative shift is saving lives. But there is a darker undercurrent to this progressone that cannot be ignored. The new target audience: Our kids In a way unmatched by any other industry, gun manufacturers are marketing their deadly products to children online, often through social media influencers. While children and teens cannot legally purchase firearms, they are exposed to aggressive, often militarized or hyper-sexualized content that equates guns with power, identity, and status. Our recent report, Untargeting Kids: Protecting Children from Harmful Firearm Marketing, exposes how the firearms industry has refined their strategies over the last decade to intentionally target youth. Tactics include using influencers positioned as peers or role models, pushing content that glorifies violence or revenge, and promoting firearms as symbols of masculinity and control. And its working. A recent survey conducted by KRC Research for Sandy Hook Promise, revealed the staggering rates at which children are exposed to advertisements for guns. More than half of boys ages 1017 report seeing sexually charged firearm content at least once a week. One in three boys has clicked on a firearm ad, and nearly one-third of boys follow influencers who promote firearms. Disturbingly, most parents are unaware this is happening on their childs social media feeds. Why this matters Kids are far more susceptible to advertising than adults. Their prefrontal cortexwhich governs impulse control and decision makingis not fully developed until they are around 25 years old. Theyre more likely to take risks, misinterpret advertising, and mimic influencers. And over the years since youth have been exposed to this type of content, rates of school shootings and youth suicide have skyrocketed. In 2015, there were 41 school shooting incidents, according to the K-12 School Shooting Database. By 2023, that number increased to 340the highest on record. Each of these incidents was preventable. Each life lost was avoidable. 3 things companies canand mustdo There is overwhelming support for change. The KRC Research survey shows that 77% of both parents and boys agree: Companies should not advertise firearms to minors. That sentiment is the same in both households with gun owners and those without. Its time for businessesespecially those in marketing, media, and techto align themselves with this national viewpoint and act accordingly. Here are three ways to companies can take action: 1. Adopt age restrictions for firearm-related content. Just as with alcohol and tobacco, gun-related content should be age-gated. Platforms should prevent underage users from seeing this content. 2. Build standards for responsible gun messaging. There is a difference between promoting responsible gun ownership and glamorizing violence or positioning guns as tools to demonstrate power. Decades ago, gun-related advertising focused on safety and instruction. That approach likely saved lives. Lets return to that standard, especially when the message could reach minors. Brands, influencers, and manufacturers can align on voluntary marketing codes that prioritize education and responsibility over clicks and profit. 3. Close social media loopholes. Platforms like Instagram and YouTube must crack down on gun marketing. Influencers and personalities who promote firearms without disclosing partnerships should be held accountable. Algorithms that feed children a steady stream of gun-glorifying content should be reprogrammed with public safety in mind. This is not about politics. Its about protecting kids. Many of the most influential firearm promoters online are parents themselves. Most gun-owning families want their children to learn about guns from a place of safety, not sensationalism. We can and must build common ground around that shared value and more safeguarded narrative. Final thoughts It’s time for marketing companies, social media platforms, and gun manufacturers to step up. They have a big impact and are uniquely positioned to shape cultureand protect children in the process. By stopping ads that target kids, setting stronger algorithms and age filters for content, and focusing on gun safety and responsibility instead of power and exploitation, these industries can help stop gun violence in our schools, homes, and communities. Our children should not be the mass casualties of aggressive marketing strategies or passive content moderation. And the business communities who help shape what kids see, hear, and believe need to be part of the solution. Lets do what we would do if the children seeing these harmful messages were our childrenbecause they are. Nicole Hockley is cofounder and co-CEO of Sandy Hook Promise and mother of Dylan, who was killed in the Sandy Hook Elementary School tragedy on December 14, 2012.
Category:
E-Commerce
Twenty years ago this August, Hurricane Katrina devastated the Gulf Coast. More than 1,300 lives were lost. It destroyed homes, displaced families, and overwhelmed many of the institutions that undergird civil society. It was also a wake-up call that reshaped how the country responds to natural disasters. Over the past two decades, we’ve made real progress. Government agencies, nonprofits, businesses, and community organizations have built stronger systems to prepare before disaster strikes. But as the recent devastating Texas floods, California wildfires, and many other disasters have shown, we still have work to do to make preparedness universal. And with experts predicting another active hurricane season this year, it’s vital that we all work together to help communities get ready. Stakeholders of all sizes have critical roles to play in building resilience as storms arrive faster and hit harder. Do what you know best One major lesson from the last two decades is that businesses can have an outsized impact on disaster preparedness when they do what they know bestwhether that’s logistics, supply chains, or other specialized services. FedEx, for example, used its logistics expertise to create emergency preparedness checklists that help small businesses build their own plans. Other companies are partnering with nonprofits to reinforce disaster response systems. Following Hurricane Katrina, Abbott partnered with Feeding America and Direct Relief to stock essential nutrition and healthcare products at food banks and clinics in high-risk areas. Since 2006, these partnerships have delivered rapid aid to 700,000 people across the Gulf, the Southeast coasts, and other areas. We expect to help an additional 270,000 people this yearextending our support to nearly 1 million people. This model continues to grow. Feeding America is now working with new partners, including supermarket chain ALDI, to preposition shelf-stable food and emergency items for broader distribution. Subhed Of course, comprehensive disaster preparedness requires more than ensuring supplies for quick distribution in the aftermath of a storm. Across the country, nonprofits and companies are working together to strengthen infrastructure, train staff, and develop continuity plans so aid can reach families faster when it is needed most. Natural disasters pose an especially acute threat to small businesses. According to a 2025 report from the Milken Institute, nearly two-thirds of small businesses close within a year of experiencing a natural disaster. Less than four in 10 have insurance that covers natural disasters. These gaps may make it harder for them to recover, and for communities to bounce back. A natural disaster can disrupt supply chains, displace employees and customers, and ripple outward to stall entire local economies. Resilience Fortunately, resources are available. Groups like the U.S. Chamber of Commerce Foundation offer guidance and step-by-step planning tools tailored to small businesses. But that is only part of the solution. The next step will be to facilitate proactive, long-term resilience. Our aforementioned partnerships, which facilitated investment in backup energy systems, emergency storage facilities, and staff training programs, are examples of this approach. Such practical upgrades help ensure that essential services remain available during and after a crisis, disaster-proofing the systems communities rely on most. Every community is different. What is needed in New Orleans may not be the same as what is needed in Miami or San Juan. But one thing is clear: The more we collaborate and prepare, the stronger we will be when the next storm arrives. Melissa Brotz is the chief marketing, communications, and sustainability officer at Abbott.
Category:
E-Commerce
I grew up on different continentsAfrica, Europe, and North America. Having the privilege of living in and experiencing diverse countries and cultures during my formative years made it clear to me that, while we are all unique in many ways, there are still core things that are universal. We all want to nurture and spend time with our families. We all want to have fulfilling careers and to feel safe. We all value community. That last shared sentiment is at the center of a brand purpose trend that has remained largely resilient, despite some who claim otherwise. Studies show that were still in an era where people not only demand brands that reflect their values, but show a deep commitment to a communalcause. We want brands to create change that makes our lives better, not just make a healthy profit. These alignments are areas where brands can lean in, promote belonging, and foster unity at a time of growing divisiveness. Creatives can be valuable partners in this, toolending brands their insight as well as design, advertising, and strategic expertise. But only if we properly value and nurture their rich spectrum of lived experiences, encouraging the unique qualities that make creatives essential to cultivating a sense of togetherness. Thats why, as community-building becomes the new imperative, we must provide creatives with environments that not only celebrate their work, but their individual voices and points of view. Community from creativity Creativity is more than a tool for messaging and communication. Its impact can transcend business into culture, helping us see the world in exciting new ways. And when you choose to be a creative, youre joining a community with its own codes and way of operating. Being in a creative community necessitates a willingness to contribute, participate, and add/realize value for everything from a group of people to an entire industry. As importantly, creative communities tend to have a diversity of perspective that results in more provocative ideas built from lived experiences and unique insights. For example, in working on a community engagement-focused campaign for Delta Air Lines, alongside their in-house agency and graduates from D&AD Shiftour night school for self-taught creativesI was often surprised by the unexpected ideas shared by our incredible talent. Theyre a part of so many different subcultures, spread across the worlds of music, fashion, comedy, and more. And they are navigating their differences while developing their own community, making them experts at helping brands do the same. That ability to turn diverse perspectives into shared purpose is rareespecially post-COVIDand its a quality that must be protected as countless influences increasingly drive us apart. Build a better community The best creative communities dont just happen. Theyre designed with intention, and theyre given the clarity, investment, and support needed to thrive. In my work at Kin and D&AD, Ive seen that, for creative people, prioritizing community-building means cultivating a safe space to share, debate, and discuss ideas. That takes prioritizing several core principles: Embrace people as they are: Pioneering creatives can come from any cultural or economic background and be at any stage of their careers. Low-cost tools and social media have also given birth to a generation of self-taught creatives with an entirely different life experience. Celebrate their unique personalities and perspectives. Its their ability to use their insights to notice and address challenges that create value. Recognize and affirm progress: While making room for acknowledgement may seem like something that should be a secondary concern, its actually key to motivating and inspiring achievement. Incremental changes, consistently executed, lead to massive gains. Both deserve a nod when working with creatives. Positive friction is creative fuel: Theres nothing wrong withdisagreement when its structured and done respectfully. In fact, its entirely expected when different perspectives come together around creative work. Lively conversation, debate, and collaboration create camaraderie and a sense of shared ownership of creative ideas, elevating them to more potent outcomes. Treat failure as R&D: That meanscelebrating risk-taking and losses as essential parts of the creative journey. They are the building blocks of innovative ideas, important signs that youre experimenting with something interesting and on the path to inventing something original, as long as you learn and evolve from them. Creatives need more environments that wholehearted embrace these principles, giving them a foundation that enhances community-building potential. That way, as brands and organizations increasingly leverage community-based approaches, theyll do so more authentically and in ways that add value to businesses and the broader culture. Kwame Taylor-Hayford is the cofounder of Kin and president of D&AD.
Category:
E-Commerce
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