This is certainly a white hot topic considering the (inevitable) intersections of business and politics occurring in the US right now. Simplistically I think customers will continue to reward or punish brands that act in a consistent versus opportunistic way. That hasn’t changed — brands just have more mine fields to traverse and everything we do becomes politicized. I recently wrote compared Uber, Starbucks, Chic-Fil-A and Ben&Jerry’s in a post about Purpose & Principles. There are many similarities there IMHO. https://medium.com/@zimhilton/purpose-begins-and-ends-with-principles-ef2d6c80b322#.tnk1vucl9