When firms should enter the political arena

They should consider their declared values and what is expected of them

Even before Donald Trump took office, the calls for boycotts began. “@Amazon we are not shopping with you until u pull all Trump merchandise,” one woman wrote on Twitter in November. Another tweeted: “I’ll NEVER buy @LLBean for my daughter EVER AGAIN. I won’t support any1 that Trump does. Change UR ethics.”

These weren’t isolated incidents. For months, a campaign called Grab Your Wallet has been urging consumers to boycott dozens of companies — including Macy’s, L. L. Bean, Bloomingdale’s, Zappos and Amazon — for their links to Trump and his businesses. Their offences, such as selling Trump-branded products