How the Firearms Industry and NRA Market Guns to Communities of Color

In response to stagnation in the traditional white male market, the gun industry and National Rifle Association are now targeting Blacks and Latinos as potential new gun buyers. How the Firearms Industry and NRA Market Guns to Communities of Color documents efforts begun in 2015 that have only intensified over time. The VPC report reveals the scope of this marketing effort as evidenced by: gun industry marketing studies and related materials from the National Shooting Sports Foundation (NSSF, the trade association for the firearms industry); articles in gun industry publications, advertisements, videos, and social media; and, NRA articles, online programming, and related materials.

In its marketing efforts to communities of color, the gun industry frequently focuses on the self-defense use of firearms, despite the fact that guns are rarely used to stop crimes or kill criminals and are far more likely to be used in homicides, suicides, or fatal unintentional shootings. Recognizing that Blacks and Latinos are already disproportionately impacted by lethal gun violence, these efforts can only increase death and injury in these communities.

How the Firearms Industry and NRA Market Guns to Communities of Color