The insurer then felt the sting of true consumer outrage. USAA provides services to military service members, veterans, and their families – a group more likely to support Hannity. USAA customers took to Twitter and Facebook to announce to the world that they had ended their relationships, some decades in length, with the San Antonio-based firm.
Its time for me to re new my policies, after 12 years with USAA I'm taking my business elsewhere. 2 sons ex military will cancel tomorrow
— LOVE USA🇺🇸 (@madatcorruption) May 25, 2017
The threat from the left was illegitimate. The idea that advertising on Hannity would in any way cause a massive cancellation avalanche is ridiculous on its face. Would this reaction come from the massive number of far-left activist Marines? Or would the sudden loss of business come from the ANTIFA (Anti-Fascist anarchist) members of the Army?
USAA’s pulling of ads from Hannity was ill-thought and they’ve felt the sting for having betrayed the military community.
“We heard concerns from many members who watch and listen to these programs,” USAA said in a statement Tuesday. “Our goal in advertising has always been to reach members of the military community who would benefit from USAA’s well-known commitment to service. Today, the lines between news and editorial are increasingly blurred.”
Sean Hannity confirmed the change of heart and asked his supporters to continue supporting USAA.
Companies who react to progressive activism without understanding who actually buys their products will want to review this use case. Understand your consumer base before you get pulled down by Media Matters and the squeaky, but fake, voices of outrage from the left.