If a favorite company of mine was found to be discriminating against a certain group of people, my views on that company would change. I don’t know if I would go to the extent of “cancelling” them or not purchasing their products/use their services, but I would consider it if the population discriminated against was one I identified closely with. Honestly, I would mostly feel betrayed. Take any one of the top retail brands that we all have in our closets. I’ve got Nike shoes and Adidas shorts (never mix and match), H&M shirts, Levi’s jeans, the list goes on. I love what I wear and I make a concentrated effort to buy clothes or any other product for that matter that I enjoy and are of quality.
If any one of these large brands in this example were to do such a thing as discriminate against individuals of my race or culture, I would definitely question my priorities. There are tons of alternate providers for shoes and jeans and most other basic products. I don’t think I’d want to support a company that did not support me or people like me.
In terms of this affecting possible future employment, I wouldn’t want to work for the company either. Right now, I’m excited about the products I use and the companies behind them. I don’t think I could put an issue like discrimination aside to work for a company like that because I know the culture would negatively affect me and I would be opening myself up to being discriminated against personally.