 "An image of the individual sought in connection to the investigation of the shooting death of Brian Thompson, the CEO of UnitedHealth's insurance unit, is seen in a still image from surveillance video taken outside a hotel in the Manhattan borough of New York City, US December 4, 2024. NYPD News/Handout via Reuters")
The murder of UnitedHealthcare CEO Brian Thompson on December 4 shocked the nation, but an unexpected controversy has since emerged, centered on the manufacturer of a backpack worn by the alleged gunman, Luigi Mangione.
The San Francisco-based company, Peak Design, and its CEO, Peter Dering, are now grappling with public backlash, misinformation, and threats following the high-profile case.
How Peak Design entered the controversy
Peter Dering, CEO of Peak Design, first contacted authorities after spotting a familiar gray backpack in the surveillance footage of the shooting. In a December 5 interview with The New York Times, Dering revealed that the bag worn by the suspect matched a model of the company’s Everyday Backpack. Acting on his instincts, he called a police tip line to provide the information.
“Of course, my instinct would be to do whatever is possible to help track this person down,” Dering said in the interview. The NYPD confirmed receiving “hundreds” of tips identifying the bag before Dering’s call.
However, Dering’s cooperation with law enforcement sparked outrage on social media, with some branding him a “snitch” and calling for a boycott of Peak Design.
Accusations of privacy violations and boycott threats
The backlash intensified after rumours circulated that Peak Design may have used the backpack’s serial number to share customer data with investigators. While the company issued a public statement denying these allegations, it did little to quell the online uproar.
“Peak Design has not provided customer information to police and would only do so under the order of a subpoena,” the company clarified, adding that customer data is only collected when voluntarily registered for warranty purposes.
The controversy has even led to safety concerns within the company.
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“We take our customer privacy seriously. There is misinformation being shared on social media that has triggered many serious threats for the safety of not only me, but our employees as well,” Dering said in the statement. “I ask that you please consider the facts we are providing here and continue to instill trust in the Peak.”
Nevertheless, TikTok and Reddit users continue to criticise the company, with some suggesting customers remove serial tags from their bags to avoid being “tracked” or returning their products altogether.
CNN quoted a TikTok user who remarked, “What if somebody gave this to me as a gift and now I’m going to jail because they committed a crime? That is very scary.”
Privacy concerns in consumer tracking
Data privacy experts have weighed in on the case, highlighting how product serialisation is standard practice in the retail industry.
Greg Ewing, a data privacy attorney, explained that companies often collect customer information for marketing or warranty purposes and are obligated to provide data only under a subpoena or court order. “Tracing purchases has been a law enforcement technique for decades,” Ewing said. “They can just get a warrant to access the data if the company refuses to.”
Ewing also noted that Peak Design followed appropriate legal steps in this instance. However, the incident has sparked broader debates about how consumer data is collected, stored, and potentially shared with third parties.
A divided public response
Meanwhile, the murder case itself has ignited heated discussions across the US, Luigi Mangione, a 26-year-old accused of killing Thompson , has become a polarising figure. While some condemn his actions, others have lauded him as a “folk hero” who stood against perceived injustices in the US healthcare system.
Social media is rife with support for Mangione, with hashtags like #FreeLuigi trending and merchandise such as hats emblazoned with “CEO Hunter” being sold online.
A fundraising campaign for Mangione’s legal defense has amassed over $31,000, with messages like “Denying healthcare coverage to people is murder, but no one gets charged with that crime.”
Despite the widespread support, many have criticised this glorification of violence. Pennsylvania Governor Josh Shapiro called the response “deeply disturbing,” stating, “In America, we do not kill people in cold blood to resolve policy differences or express a viewpoint.”
UnitedHealth Group CEO Andrew Witty echoed these sentiments, describing Thompson as “one of the good guys” in a heartfelt letter to employees.
With inputs from agencies