In April, the US Major League Baseball announced moving the All-Star Game out of Atlanta to protest against changes in Georgia’s revised voting laws. In a survey following the announcement, only 39 per cent approved of the decision, with opinions strongly divided along political lines. One week later, the All-Star Game saw a 12 per cent decline in viewership. When companies take positions on political or social issues, the activism can become an integral and inseparable part of their brand. They risk repelling customers, alienating employees and suffering financial...