Gun Control Groups Can’t Stomach Strong Women Gun Owners

Opinion
By Paige Pearson

Leave it to gun control groups to suggest that half of the law-abiding population of the United States shouldn’t be considered for gun ownership. And it’s the half of the population that owns a firearm for self-defense that benefits the most in times of need.

Sure, in the past, women were not the segment of the population that immediately popped in to mind as being firearm owners. But now in 2025, shouldn’t that be different? Women already have the same rights as men – including the right to keep and bear arms. Firearms are a part of the American culture, enjoyed by everyone of any color, race and nationality. And over the past five years, industry data has shown women are the fastest-growing demographic of gun buyer. It makes sense that firearm industry businesses would pay attention to their customers and cater to their needs.

But that’s not how many gun control activists and gun control groups see it, and they are now aghast that lawful firearm manufacturers would cater their advertising and marketing efforts to appeal to women.

Oh, the thought!

Smoking Gun Shocked

The Smoking Gun is Everytown for Gun Safety’s media arm that describes itself as “the online resource committed to exposing the gun industry’s” role “in our gun violence epidemic.” Apparently that includes exposing the evils of marketing and advertising in a manner that attracts 50 percent of your possible customer base.

Enter Greg Lickenbrock, who spoke with three marketing and sociology professors from Oregon State University about their observations in advertising towards American women from firearm manufacturers and retailers.

“The fact that we now see women in these ads, and portraying different ‘characters,’ demonstrates the industry’s efforts to increase ownership among women,” Dr. Brett Burkhardt said.

“After a few years of experimenting with sexualized ads that didn’t correlate with increased sales to women, the industry now seems to have landed on an advertising idea that works: showing women as competent and serious gun owners,” added Dr. Michelle Barnhardt.

Dr. Aimee Dinnin Huff offered her thoughts as well. “There isn’t yet an established female American gun owner identity or image that consumers can latch onto. Many ads still rely on gendered assumptions rather than a nuanced understanding of the different types of relationships women have with firearms,” she said.

Dr. Burkhardt added another thought, stating, “These new and more common depictions of women and firearms are examples of how the industry is seeking to naturalize women’s gun ownership.”

The firearm industry knows and understands the history of firearms and knows women are naturally just fine handling, operating, and training with firearms.

History Lesson

Yes, while American women have possessed and used guns throughout the nation’s history, the concept of the armed American woman, as a cultural institution, has not attained the same degree of legitimacy as the armed American man.

It’s no secret that firearm companies typically tailor to men, as overall men own and purchase more firearms than women. But that has changed – dramatically – over the past recent decades, especially over the past five years. With the customer market shifting, there are more women participating in the shooting sports than ever. And as this has happened, it seems gun control groups – who appear to be all  for women’s rights – are just not for those rights when firearms are involved. Seeing strong women as responsible firearm owners is empowering to others as well. It’s not just about the men anymore.

For Lickenbrock, Burkhart, Barnhardt and Huff, history paints a very different portrait. Women have been using firearms since before the founding of the country. They were critical to the efforts behind the American Revolution, up through Annie Oakley and Martha “Calamity” Jane Canary, and Rebecca Nicholson, who took over the family firearm manufacturing business in the early 1800s when her husband passed away.

Fast-forward to today and there is no shortage of amazing women in the industry and participating in hunting, recreational shooting sports and even promoting self defense gun ownership.

The late Geneva Soloman, an African American woman and victim of domestic violence, spoke at a 2023 Congressional hearing and explained, demonstrating a common feeling and realization experienced today by millions of women. “My journey from victim to survivor to advocate has led me to this moment today,” Solomon said. An NSSF member and also a member of the National African American Gun Association (NAAGA), Solomon added, “As a Black woman, this is not a matter of imagination. It was my lived experience. I had to become my own first responder.”

Leaders All Around

Women leaders continue to prove their mettle in the firearm industry today. Laurie Aronson is the Chairman and CEO of Lispey’s LLC, a firearm and sporting goods distributor. She’s also on NSSF’s Board of Governors. JoAnn Weisenford, is President of RSR Group, another firearm and sporting goods distributor. Kelly Reisdorf is the current CEO of USA Shooting. Kirstie Pike is the Founder and CEO of Prios Hunting Apparel for Women. They are just a few among the numerous women in leadership roles within the firearm industry and hunting market leading into the 21st Century. That’s not even mentioning the thousands of strong women working in retail, manufacturing, education and yes, marketing in the firearm industry from coast to coast.

In Congress, numerous women are stalwarts when it comes to standing up for the Second Amendment, including U.S. Sens. Marsha Blackburn (R-Tenn.), Shelley Moore Capito (R-W.V.), Joni Ernst (R-Iowa), Cindy Hyde-Smith (R-Miss.), Deb Fischer (R-Neb.), Katie Britt (R-Ala.) and Ashley Moody (R-Fla.). In the House of Representatives, U.S. Reps. Stephanie Bice (R-Okla.), Kat Cammack (R-Fla.), Elise Stefanik (R-N.Y.), Ashley Hinson (R-Iowa), Claudia Tenney (R-N.Y.), Nancy Mace (R-S.C.), Julia Letlow (R-La.) and many, many more have been spotlighted by the firearm industry for their leadership and efforts to promote safe, responsible firearm ownership.

In state capitals, Alabama Republican Gov. Kay Ivey signed into law Constitutional carry in her state. And former South Dakota Governor and current Secretary of Homeland Defense Kristi Noem, as well as Iowa Gov. Kim Reynolds, both have unquestionable Second Amendment credentials and the political track record to prove it.

The Customer is Always Right

Media still widely misrepresents American gun owners as old, white guys but recent trends in firearm purchasing couldn’t put this caricature to rest any better. Over the past five years, the surge of new first-time buyers has made the gun-owning community the most diverse population of gun owners ever. That’s a good thing – as the Second Amendment is for everyone. And that includes women.

Women are featured more prominently today in advertising because more women are buying firearms for any number of reasons – all good ones – and the industry is listening to them. Women’s nights at neighborhood shooting ranges, women-only firearm training classes and even friend groups choosing to go to the range together are all increasingly more popular activities as women choose to exercise their Second Amendment rights in any safe way they choose.

Marketing has changed over the last few decades to follow the customer. For Lickenbrock and others, that means seeing a lot more women with guns. And that’s a good thing.

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About The National Shooting Sports Foundation

NSSF is the trade association for the firearm industry. Its mission is to promote, protect and preserve hunting and shooting sports. Formed in 1961, NSSF has a membership of thousands of manufacturers, distributors, firearm retailers, shooting ranges, sportsmen’s organizations, and publishers nationwide. For more information, visit nssf.org