In the situation, that a company I support or purchase items from were to be accused of widespread discrimination towards something I identify with, I would have multiple thoughts.
First off, I would want to make sure that these claims are credible. Sometimes, news outlets create fake stories to persuade people to discontinue support for companies. Or, a bitter ex employee could have made false accusations, leading to the lawsuit at hand. If there was credible employees making statements that this was true, or proof on paper that there was discrimination, then I would fully believe it.
I enjoy supporting brands that spread a similar message as I would. Who I am is a big part of my life, and I like to support brands who do not shame or criticize people in general. It wouldn’t really matter to me if the discrimination was towards something I am apart of or not, if what the company did was wrong, I don’t want to be apart of it. If the information did prove to be credible, I would immediately stop supporting the company. In today’s world, politics and caring about the world around us has become huge in the business world. By discriminating against group that I associate with, or anyone in general, I would not be interested in purchasing their products. In a similar fashion, I would not be interested in working with them. The people that I work for need to have similar ethics/morals as mine, so that I can enjoy my employment and feel good about where I work.
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