Photo Credit: YahooThis week G.E. Capital Finance announced that it would no longer finance gun purchases, becoming the latest in a string of companies that have decided to leave a large amount of money on the table rather than risk their reputations on the gun business.

It’s one of the few places where the high-profile publicity campaign in support of increased gun control has led to a real world result.

Last week advocates for gun control were dealt a humbling blow when legislation to require background checks at gun shows publicly flopped on the floor of the Senate after weeks of work.

Despite the political defeat, however, something very interesting has happened in the private sector.

GE is based in Fairfield, Conn., and several employees have children in Sandy Hook Elementary School, the site of the December mass shooting, according to the WSJ. Jeff Immelt, the CEO of GE, had a meeting with employees after the shooting. This, among other reasons, led to the lender ending financing for guns.

Read more from this story HERE.