Discrimination is something I feel strongly about. If a company I liked was facing claims of discrimination, of course I would feel negatively about it and the opinion I had about them before, will change. I don’t want any association with any company whose beliefs and values don’t line up with mine.
I don’t see a point in continuing to support an organization that sends an underlying message they don’t accept people who look like me.
I want to be able to stand by a company that I work for or will want to work for in the future. If they don’t want to stand by someone who has the same characteristics as I do, why should I bother continuing to associate with them?
Companies out there know what they are doing when they’re recruiting and selecting who gets to work for them. If they get called out for being discriminatory, of course they will pass it off as an honest mistake and make some generic statement about how they will do better, only to not put their words into actions.