Faced with growing pressure from customers following the Marjory Stoneman Douglas High School shooting in Parkland, Fla., United Airlines, Hertz Car Rentals and MetLife Insurance are just some of the many companies announcing they will cut ties with the National Rifle Association.
The companies are making their announcements on Twitter, many in direct response to a trending hashtag, #BoycottNRA.
Many companies cited customer complaints in their vows to discontinue discount programs specific to members of the NRA.
The controversial decisions now face backlash from members of the NRA, who are also active in voicing their discontent on Twitter.
The movement comes after ThinkProgress published a list of organizations that sponsor the NRA earlier this week. Most of the companies listed on the graphic have now been crossed out, indicating their cut in ties.
The NRA responded in a statement Saturday evening that "the law-abiding members of the NRA had nothing at all to do with the failure of that school’s security preparedness," and "these brands will be replaced by others who recognize that patriotism and determined commitment to Constitutional freedoms are characteristics of a marketplace they very much want to serve."