Experiences with discrimination
It would strongly influence my decision to support the company moving forward. Even if the company produced products or services I liked, I would find it difficult to justify continuing to purchase from them or publicly associate myself with their brand. Consumer behavior research shows that customers increasingly hold companies accountable for their social responsibility, and I believe that supporting companies financially is a form of endorsement. Unless the company demonstrated meaningful efforts to correct the harm — not just through public relations statements, but through transparent, systemic changes — I would likely withdraw my support.
It would also change whether I would apply to work for the company in the future. A workplace that tolerates or enables discrimination is not one where I could see myself growing professionally or personally. Management research emphasizes the importance of organizational culture in employee engagement and retention, and a discriminatory environment would conflict deeply with my values. I would need to see clear evidence of structural reform, leadership change, and a demonstrated commitment to diversity, equity, and inclusion before I would even reconsider.
Ultimately, discrimination erodes the foundation of trust and shared purpose that makes any company truly great. It would be difficult for me to overlook such a fundamental issue.