Earlier this week, Anthony Constantino, co-founder of Sticker Mule, sent an email and text message titled “Trump 2024” to the company’s marketing contact list. The communication, which included an endorsement of former President Donald Trump, sparked significant controversy among both employees and customers. This incident offers an intriguing case study on the consequences of corporate political endorsements, particularly during a highly divisive election year.
The Content and Implications of the Email
The email, reproduced in its entirety, expressed Constantino’s support for Trump, stating, “People are terrified to admit they support Trump. I’ve been scared myself. Americans shouldn’t live in fear. I support Trump. Many at Sticker Mule do. Many at Sticker Mule also support Biden. The political hate needs to stop.” The email further incentivized recipients with a promotional offer, suggesting they purchase a shirt to show their support for Trump.
This communication has had far-reaching effects on the company’s internal culture and external relationships. For a business like Sticker Mule, which caters to a diverse customer base and employs individuals from various backgrounds, the decision to make such a political statement carries significant risks.
Impact on Workplace Culture and Inclusion
A company’s values are not just a reflection of its leadership; they profoundly impact the employees who work there. According to a survey by Qualtrics, employees are more likely to stay at a company and recommend it to others if they align with its values. While employees do want their company to speak up about current issues, these typically include racism, climate change, and human rights—not necessarily the endorsement of a political figure like Trump.
Sticker Mule’s head of public relations defended Constantino’s email, emphasizing the company’s commitment to free speech and the freedom for employees to express their opinions publicly. “An environment of open dialogue is a hallmark of a free society,” the spokesperson stated, claiming that there was overwhelming internal support for Anthony’s message.
However, this sentiment was not universally shared within the company. In conversations with three current Sticker Mule employees, all of whom wished to remain anonymous, a different picture emerged. These employees reported feelings of alienation and a lack of psychological safety following the email. One employee shared, “It’s been said that there’s overwhelming support for Anthony in the company, and that’s simply not true. There’s widespread shock, preoccupation, and aversion.”
Employees holding identities historically marginalized by Trump’s views and policies, such as women and LGBTQIA+ employees, felt particularly uneasy. “The CEO implied in his email that he speaks for me, which he categorically does not,” another employee stated. “I do not share any of his views and am appalled at the use of the company in this way. It sends a very clear message to female and LGBTQ staff that you support someone who wants to rip away their rights.”
The Impact on Employee Morale and Retention
The fallout from this email has had tangible effects on employee morale. One employee, identifying as a Queer AFAB (Assigned Female at Birth) person, revealed that they are now seeking new employment. “I would rather not be aligned with someone who endorses a political candidate with a racist, homophobic, xenophobic, and criminal background,” they said. The decision to use a company platform for personal political expression, rather than a personal one, was seen as “tasteless and unprofessional.”
Customer support staff at Sticker Mule have been particularly impacted. Following the email, these employees were inundated with hate mail, further exacerbating their stress and dissatisfaction. In a controversial move, the company doxxed some of these angry customers, sharing their names and email addresses on social media—a decision that further inflamed tensions.
In response to the backlash, Sticker Mule provided $2,500 bonuses to all 79 of their support staff, totaling $195,000. While a generous gesture, many employees expressed that they would have preferred peace of mind over financial compensation.
Customer Reaction and Trust
Sticker Mule’s customer base, which includes many people in creative fields—a demographic that tends to lean left politically—reacted strongly to Constantino’s email. Social media was flooded with critiques of Sticker Mule’s decision to engage in political discourse, with many customers expressing disappointment and vowing to take their business elsewhere.
A company’s values can significantly influence purchasing decisions, as demonstrated by a Gallup survey that found about half of U.S. adults believe businesses should take a stand on political and social issues. However, these numbers do not favor Sticker Mule’s endorsement of Trump, as 75% of Democrats support businesses taking a stand, compared to just 18% of Republicans.
There are successful examples of brands taking strong political stances, such as Ben & Jerry’s and Patagonia, whose values align with their customer base and who are transparent about their positions. Sticker Mule, however, appears to have miscalculated its audience. “A lot of us employees see this as a severe infringement of the customers’ trust in us,” one employee shared. “This might have irreparably spoiled their relationship with Sticker Mule, which should be based on selling stickers, not on unsolicited political propaganda.”
Social Media Backlash and Corporate Response
After sending the email and text messages, Sticker Mule’s social media activity further fueled the controversy. The company posted Constantino’s statement on their X (formerly Twitter) account and then engaged with responses in a manner that many found antagonistic. When one customer expressed a preference to support a business that aligns with their values, Sticker Mule’s X account responded, “You only hurt yourself doing it. We’ll be fine, and you’ll be stuck buying from an inferior brand.”
This response, which dismissed the concerns of disappointed customers, likely alienated even more of Sticker Mule’s customer base. Social media platforms are powerful tools for brand engagement, but they can also amplify negative perceptions when handled poorly.
The Uncertain Business Impact
The overall business impact of Sticker Mule’s political communications remains uncertain. While the company may retain some customers who align with Constantino’s views, the vocal disappointment from employees and customers makes it clear that brands need to carefully consider the potential repercussions before making political statements.
In conclusion, Sticker Mule’s decision to publicly endorse a political candidate has undermined both workplace inclusion and customer trust. The fallout from this decision highlights the risks of mixing business with politics, particularly in a polarized environment. Companies must weigh the potential benefits of political expression against the potential costs to employee morale, customer loyalty, and overall brand reputation. Sticker Mule’s experience serves as a cautionary tale for other businesses considering similar moves.
