“Loyalty” is not just about who your customer base is. It’s a question of principle first, and commerce follows. For example, Hobby Lobby is closed on Sunday for religious purposes, forgoing revenue because of principle. The current culture war is testing companies’ loyalty to core principles in ways we have not seen in some time. This is not a war in which corporations can shout “go team” no matter who wins. This war doesn’t allow anyone to be neutral.
Whichever they decide, they should expect to be criticized — either for embracing diversity or neglecting it. Regardless of the issue or where the company lands on it, leaders need a strategy in place to handle attack campaigns, including understanding who is behind them. Some activist organizations are all sail and no wind. Some, unfortunately, are led by attention-seeking presidential candidates. Disney has learned that in Florida. Be prepared for anything.for having “diversity, equity and inclusion” programming, despite the company’s well-documented history of anti-LGBTQ+ donations.
I almost feel sorry for the next well-intended leader who finds themselves “caught off guard” by bigotry and pressured to abandon a diversity initiative or reverse support for LGBTQ+ rights. They’ll be scrambling for answers to questions they should have seen coming — inevitably darting from one message to another, looking for a safe place to hide.