Canterbury is a community shaped by diverse experiences and perspectives. Healthy debate has its place, but there is also a clear line between discussion and division.
When prominent Cantabrian Sam Stubbs, managing director of the Simplicity KiwiSaver fund, spoke out about assassinated US social commentator Charlie Kirk, it raised an important question:
What do we, the public, find acceptable from those in positions of influence?
In the wake of Charlie Kirk’s assassination, Sam Stubbs took to social media platform LinkedIn to say:
“We should mourn the violence, but not the man. And we certainly cannot eulogise a racist, sexist and bigot. RIP Charlie Kirk. I wish your ideas had died with you.”
While freedom of expression is a cornerstone of democracy, it doesn’t give our business leaders a licence to publicly judge intolerance to bolster the integrity of their brand. Charlie Kirk’s political stance wasn’t just controversial, critics argued it was calculated provocation, often targeting minorities, women and the LGBTQ+ community.
When a Canterbury business leader publicly expresses an opinion either for or against that kind of messaging, it’s not just an opinion. It’s an endorsement of division and it tells your region, your customers and your community exactly where you stand.
Why the comment sparked such backlash
At a basic level, the wording was seen by many as insensitive and divisive, telling people not to mourn the person who was murdered, even if they disliked his views.
Critics argued the post lacked empathy and basic decency given the violent nature of Charlie Kirk’s death.
Because Sam Stubbs is publicly associated with a “purpose-driven” brand, many commentators felt that his personal remarks could reflect negatively on the company’s values and reputation.
The issue became magnified in part because of the global context of Kirk’s death, U.S. political polarisation and debates over free speech and extremism. Why a local business leader would wade into that world seemed inappropriate at best. Not to mention the alignment of the ethical Simplicity brand with a violent political killing.
Reputational risk
Media outlets and commentary pieces flagged the incident as a reputational mis‑step. One article in the Daily Telegraph described it as: “a brush with brand destruction” for Simplicity.
Sam Stubbs himself told Newstalk ZB that between 50 ‑ 80 people had been in touch to complain about his LinkedIn comment.
On social media, investors and customers showed sentiment that some would move their KiwiSaver funds away from Simplicity because of the way he expressed his opinion.
A formal apology
The day after Sam Stubbs’ initial post about Charlie Kirk’s death, he returned to LinkedIn to apologise and take a more thoughtful stance on the situation:
“…Murder is murder, and anyone celebrating the death of Charlie Kirk is celebrating acts of willful vengeance. That is wrong, full stop…”
The don’ts for New Zealand business leaders
Using influence to amplify bigotry. Whether it’s under the banner of “free speech” or “alternative viewpoints,” amplifying messages that promote exclusion, hate, or fear puts business leaders and their businesses at risk.
Hiding behind ambiguity. Saying “I don’t agree with everything he said, but…” is not a neutral stance. It’s a signal that you’re willing to overlook harm if it aligns with your political taste.
Forgetting your audience. Business leaders serve diverse communities, across culture, gender, sexuality and belief systems. Publicly aligning with intolerance shows you’ve stopped serving that community and started serving yourself.
Weaponising contrarianism. There’s a difference between challenging ideas constructively and courting outrage to build a personal brand.
The do’s for New Zealand business leaders
Measured leadership. When faced with global events, we appreciate those who take time to reflect before reacting. Especially when emotions are high, we want leaders who steady the ship, not rock it for attention.
Consistency with values. If your business preaches inclusivity, equality, or ethical investment, your personal endorsements should reflect that. Otherwise, your credibility collapses.
The courage to say nothing. You don’t have to comment on every global incident. In fact, sometimes silence is the wisest, most respectful response, especially when the only alternative is to speak a harsh truth or share a hurtful, personal opinion.
Being part of the solution. Instead of stoking cultural fires, leaders frequently benefit by using their influence to serve their local communities.
Charity rather than polarity is a positive way that business leaders in New Zealand can make a real difference, bringing people together rather than pushing them apart.
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