The smart thing for most non-media type corporations is to stay away from politics. They have a duty to their shareholders to do their best to make money and avoid making costly mistakes. Angering their customers is a costly mistake.

If customers force them to pay attention to politics the goal should be to give them what they want inasmuch as the company can avoid alienating other customers. And if employees push the company into politics and danger, they should be fired.

It can be a narrow bridge to walk. Plunging into politics may seem like a brilliant idea at the moment, but the public is fickle and today's popular movement is tomorrow's detested and discredited old ideas.