"Three decades ago, it was all but unheard of for a major consumer brand to stake out a position on a hot-button culture war issue. Today, they’re increasingly finding such positions thrust on them by societal upheavals too big to simply ignore and activist customer bases demanding expressions of solidarity and meaningful action.
"The rise of conscious capitalism has bred in younger consumers, particularly, an expectation that the companies seeking their dollars should share their values. Meanwhile, the hyper-partisan polarization of everything from sneakers to coffee means even “safe” causes can turn controversial in an instant, and silence is no refuge, with companies that avoid engaging on social issues apt to be tagged as complicit.
"It’s all a little daunting for companies hoping to make sales, not headlines."
