The recent murder of Charlie Kirk, the founder of Turning Point USA, has had far-reaching effects on American culture, especially in the realm of public dissent and political engagement. Following the tragic incident in September, a tribute billboard at a Steak ‘n Shake in Rome, Georgia, created by businessman Wayne Robinson, has gone viral, drawing millions of likes and prompting an outpouring of public support for the brand. This response underscores a complex interplay between personal tragedy, political ideology, and the role of commerce in society.
Robinson, who has long been an admirer of Kirk’s work, decided to pay tribute to the late founder following the news of his assassination. The billboard, which reads ‘Charlie Kirk, 1993-2025,’ accompanied by the slogan ‘Stand up, speak out, stay bold,’ has become a symbol of the community’s reaction to the event. The message resonates with many, particularly younger generations, who have grown up with Kirk’s influence on campus discussions and political debates.
As the movement spreads, other brands, including Grooveberries Frozen Yogurt and Starbucks, have also begun to pay homage to Kirk. This phenomenon reflects a broader trend where public figures, especially those with a strong ideological stance on political and social issues, are increasingly being honored by businesses in their local communities. However, this trend is not without controversy, as some businesses have faced backlash for their support, highlighting the polarized nature of contemporary American culture.
Despite the controversy, the outpouring of support for Steak ‘n Shake and similar businesses suggests that there remains a significant segment of the population that sees value in aligning with political figures, even in the context of a national tragedy. The emotional and social impact on a community of such a tribute, even when it’s done through a commercial brand, is a testament to the depth of public sentiment and the power of branding in shaping collective memory and political consciousness.