Who runs USAA? Firm told to stop ads on Fox after Tucker Carlson calls Gen Mark Milley 'pig'

Twitter slammed the financial institution that serves primarily vets, for advertising on Fox after Carlson called Gen Milley 'pig' and 'stupid'

                            Who runs USAA? Firm told to stop ads on Fox after Tucker Carlson calls Gen Mark Milley 'pig'
The USAA (USAA/Twitter) CEO Wayne Peacock (USAA website) and Tucker Carlson (Chip Somodevilla/Getty Images)

Tucker Carlson's rather controversial comments on General Mark Milley have led to users calling for an ad boycott. In particular, social media really wants the United Services Automobile Association (USAA) to pull its ads from Fox News because the channel "disparages and undermines the military". 

Carlson is no stranger to controversy. In November 2020, he was forced to apologize on-air after a Georgia station debunked his claims of dead people voting in the Presidential Election. In June 2020, Disney became one of the biggest names to pull their ads from Fox, after Carlson slammed Black Lives Matter protestors. Carlson is far from the only target of ire though. In December, we learned Sean Hannity "doesn't vet information" he publishes on-air. 


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The two anchors, along with others like Laura Ingraham have frequently tested the patience of the American public with their lies and false information, especially around the Presidential Election. That has come at little cost, with few willing to do what Disney did and boycott Carlson, or the network. The next to do so could be USAA, if Twitter users have their way. Here's what we know about the situation so far. 

Tucker Carlson speaks onstage during Politicon 2018 at Los Angeles Convention Center on October 21, 2018 in Los Angeles, California. (Phillip Faraone/Getty Images)


Who runs USAA?

The San Antonia-based organization was founded in 1922 to help provide financial assistance to military members. In 2019, multinational firm Charles Schwab said it would acquire all of USAA's assets for $1.8 billion in cash. That deal closed in May 2020, shortly after the retirement of CEO Stuart Parker. He has been replaced by Wayne Peacock, who served as the President of USAA's Property and Casual Insurance group.

Little is known about Peacock, who like most CEOs tends to keep a low profile. The USAA website says he joined the company in 1988 in its real estate investment subsidiary. In 2006, he joined USAA's Executive Council. Peacock also serves on various other boards and organizations, including the Federal Reserve Board's Insurance Policy Advisory Committee, and a past chairman of the San Antonio Economic Development Foundation.

A graduate of Tulane University, Peacock attended programs at Harvard, Duke and Stanford universities, and Wharton School. Since he doesn't maintain a very public presence, beyond the occasional interview, it is unknown what Peacock's political affiliation is. Knowing that is vital to understanding if Peacock will agree to pull ads from Fox, as Twitter wants. From interviews, it appears as if Peacock is quite loyal to the USAA's mission to support military members. He once told Leaders Magazine, "Military life is an integral part of USAA’s culture, and our core values reflect how we put our mission into action."

USAA CEO Wayne Peacock at the Forrester Customer Experience Forum. (Forrester/Flickr)

Carlson insults Gen. Milley, Twitter says USAA should boycott

On a segment on June 24, Carlson slammed the chairman of the Joint Chiefs of Staff for his defense of Critical Race Theory education in the military. "He's not just a pig, he's stupid," Carlson said laughing. That got Twitter very angry, with users calling on USAA to boycott him for insulting the military. "I’m sorry @USAA This is where I draw the line. You have 30 days. I see one more ad after 8.1.21 on Fox News, I’m taking my business elsewhere," one person tweeted.



Another person said, "Good evening @USAA, Please accept this as my formal notice that you have until the end of June to cease all advertising during any @TuckerCarlson
programming or I will move my insurance policies and accounts to a competitor that does not financially support Carlson. Thank you." One user tweeted, "I can’t for the life of me accept that @USAA still sponsors Tucker Carlson or even Fox News at all. How much do they have to smear the US military that you represent before enough is enough? Is profit more important than the honor of those you claim to support? Enough is enough."




One person replied, "Seriously, @USAA? I’ve been a customer for 30+ years. Why do you advertise during a show that disparages and undermines the military families your company is built on???" Another said, "I've been with @USAA insurance for 31 years hut I won't make it to 32 years if USAA continues to advertise on @TuckerCarlson show on @FoxNews."




So far, USAA hasn't responded to the calls to boycott Carlson. The Twitter account has since responded to numerous other customer complaints but has stayed well away from the calls to boycott Carlson. Only time will tell if Peacock will cede to public pressure, which appears to be mounting. 

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