People are increasingly turning to consumption to make a stance on socio-political issues. Businesses are aware of this trend and are strategising to appeal to consumers. However, most brands prefer to remain neutral due to potential backlash. As society becomes more politically divided, consumers' political beliefs become the front and centre of their identities. Consuming brands that align with a certain political leaning reinforces that identity and also signals that identity to others. Many brands would have no choice but to pick a side eventually. Further details on this opinion piece by Dr Max Yu an be found here.