It’s a longstanding truism of American business that companies don’t like to generate controversy—and there are few quicker ways to do that than taking a stance on a political issue.
The reticence is understandable. What company wants to jeopardize its stock price with bad PR? Or get hit with a boycott? And what brand wants to risk alienating one segment of its customer base in order to please another?
Plenty of research counsels prudence, too.